Audience Economics: Media Institutions and the Audience Marketplace

Audience Economics: Media Institutions and the Audience Marketplace

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… (more)

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Book Details  


Publisher: Columbia University Press (September 25, 2003)

Parent ISBN: 9780231126533

Language: English


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