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9780231126526: Audience Economics: Media Institutions and the Audience Marketplace
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The book sheds new lights on the operation and likely future of media in the twenty-first century. Educational Book Review Crisply written and aimed at nonspecialists... Harvard International Journal of Press/Politics
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Focusing on the electronic media-television, radio, and the Internet-Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions: * How are audiences manufactured, valued, and sold? * How do advertisers and media firms predict the behavior of audiences? * How has the process of measuring audiences evolved over time? * How and why do advertisers assign different values to segments of the media audience? * How does audience economics shape media content? Examining the relationship between the four principal actors in the audience marketplace-advertisers, media firms, consumers, and audience measurement firms-Napoli explains the ways in which they interact with and mutually depend on each other. He also analyzes recent developments, such as the introduction of local people meters by Nielsen Media Research and the establishment and evolution of audience measurement systems for the Internet. A valuable resource for academics, students, policymakers, and media professionals, Audience Economics keeps pace with the rapid changes in media and audience-measurement technologies in order to provide a thorough understanding of the unique dynamics of the audience marketplace today.

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  • EditorialColumbia University Press
  • Año de publicación2003
  • ISBN 10 0231126522
  • ISBN 13 9780231126526
  • EncuadernaciónTapa dura
  • Número de páginas256
  • Valoración
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9780231126533: Audience Economics: Media Institutions and the Audience Marketplace

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ISBN 10:  ISBN 13:  9780231126533
Editorial: Columbia University Press, 2003
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Napoli, Philip M.
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ISBN 10: 0231126522 ISBN 13: 9780231126526
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Descripción Condición: New. Focusing on the electronic media - television, radio, and the Internet - this work provides an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Num Pages: 256 pages, 2 figures. BIC Classification: JFD; KC; KNTD; KNTY; UDB. Category: (P) Professional & Vocational. Dimension: 229 x 152 x 19. Weight in Grams: 590. . 2003. . . . . Nº de ref. del artículo: V9780231126526

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Descripción Condición: New. Focusing on the electronic media - television, radio, and the Internet - this work provides an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Num Pages: 256 pages, 2 figures. BIC Classification: JFD; KC; KNTD; KNTY; UDB. Category: (P) Professional & Vocational. Dimension: 229 x 152 x 19. Weight in Grams: 590. . 2003. . . . . Books ship from the US and Ireland. Nº de ref. del artículo: V9780231126526

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Descripción Hardcover. Condición: new. Hardcover. Focusing on the electronic media-television, radio, and the Internet-Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions: How are audiences manufactured, valued, and sold? How do advertisers and media firms predict the behavior of audiences? How has the process of measuring audiences evolved over time? How and why do advertisers assign different values to segments of the media audience? How does audience economics shape media content?Examining the relationship between the four principal actors in the audience marketplace-advertisers, media firms, consumers, and audience measurement firms-Napoli explains the ways in which they interact with and mutually depend on each other. He also analyzes recent developments, such as the introduction of local people meters by Nielsen Media Research and the establishment and evolution of audience measurement systems for the Internet. A valuable resource for academics, students, policymakers, and media professionals, Audience Economics keeps pace with the rapid changes in media and audience-measurement technologies in order to provide a thorough understanding of the unique dynamics of the audience marketplace today. Focusing on the electronic media - television, radio, and the Internet - this work provides an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Nº de ref. del artículo: 9780231126526

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Descripción Hardcover. Condición: new. Hardcover. Focusing on the electronic media-television, radio, and the Internet-Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions: How are audiences manufactured, valued, and sold? How do advertisers and media firms predict the behavior of audiences? How has the process of measuring audiences evolved over time? How and why do advertisers assign different values to segments of the media audience? How does audience economics shape media content?Examining the relationship between the four principal actors in the audience marketplace-advertisers, media firms, consumers, and audience measurement firms-Napoli explains the ways in which they interact with and mutually depend on each other. He also analyzes recent developments, such as the introduction of local people meters by Nielsen Media Research and the establishment and evolution of audience measurement systems for the Internet. A valuable resource for academics, students, policymakers, and media professionals, Audience Economics keeps pace with the rapid changes in media and audience-measurement technologies in order to provide a thorough understanding of the unique dynamics of the audience marketplace today. Focusing on the electronic media - television, radio, and the Internet - this work provides an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. Nº de ref. del artículo: 9780231126526

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