Philip M. Napoli offers a rich and original synthesis of the many factors that help construct the audience, as well as the social, economic, and legal consequences of that process, and he has a real talent for creating a cohesive, interesting, and important story. Expansive and important, Audience Evolution is grounded in the relevant bodies of theory and ultimately enlightening. Anyone with a serious interest in the operation of the media industries or popular culture should read this book.
(James G. Webster, Northwestern University, author of Ratings Analysis: The Theory and Practice of Audience Research
...very concise, tightly argued and very timely volume...
(Communications and Strategies
...its clarity, simplicty, and systematic narrative make it appealing and useful...
(Giacomo Poderi Teachers College Record
...provides new entrees into understanding how socially constructed definitions of audiences are changing.
(Grace Jackson-Brown Journalism and Mass Communication Education
The book provides an excellent overview of how new media technologies have changed the patterns of audience behavior.Journal of Communication
(Journal of Communication
a good combination of a critical approach to audience measurement as well as a thorough review of the development of audience information systems.
(Louisa Ha AEJMC
This is an important book -- one of the first scholarly analyses of both commercial and academic audience research trends amidst change
(Chris Sterling Communication Booknotes Quarterly
Philip M. Napoli introduces the reader to the technologies that are changing the audience marketplace, new media services that have and are being built with those technologies, and the possibilities for measuring aspects of audience members' responses to media products and the advertisements they make possible. He describes new tools for audience measurement, along with the controversies over their use, and the battles among industry interests over which new audience measurement tools should be accepted. I think the time is right for just this type of analysis. A well-researched text, and the scholarship is first rate and insightful.
(Steve Wildman, James H. Quello Professor of Telecommunication Studies, Michigan State University)