Description:
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. 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.
Brief description: Philip M. Napoli is professor and the James R. Shepley Professor of Public Policy at the Sanford School of Public Policy at Duke University. His previous books include Audience Economics: Media Institutions and the Audience Marketplace (Columbia, 2003), and Audience Evolution: New Technologies and the Transformation of Media Audiences (Columbia, 2011). He is also the author of more than 90 articles in journals such as Communication Theory and Telecommunications Policy.
Review Quotes: The book sheds new lights on the operation and likely future of media in the twenty-first century.--Educational Book Review