Audience Economics: Media Institutions and the Audience Marketplace (Paperback)

~ (Author) "The audience marketplace is a vital component of the U.S. economy..." (more)
Key Phrases: personal portable meter, advertiser valuations, content production decisions, Nielsen Media Research, African American, United States (more...)

Editorial Reviews

Review

"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

"Crisply written and aimed at nonspecialists..." -- Harvard International Journal of Press/Politics

"The book sheds new lights on the operation and likely future of media in the twenty-first century." -- Educational Book Review

Review

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Product Details

• Paperback: 256 pages
• Publisher: Columbia University Press (August 15, 2003)
• Language: English
• ISBN-10: 0231126530
• ISBN-13: 978-0231126533
• Product Dimensions: 8.8 x 5.9 x 0.3 inches
• Shipping Weight: 14.4 ounces (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #582,113 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Great overview of audience economics, July 6, 2009

By	M. Cecil (CA, USA) - See all my reviews (REAL NAME)

This review is from: Audience Economics: Media Institutions and the Audience Marketplace (Hardcover)

This is a serious book about how audiences are made and sold across a variety of media. It offers the serious reader a great framework for understanding how this vital part of our culture industry works. For media economists, there are a couple of inventive analyses that apply rational choice theory and audience theory to assess what factors influence assessments of risk (which influences content development and pricing). Even though the audience marketplace is changing fast in response to new media and measurement technologies, the book remains relevant. Well worth it if you want to develop a comprehensive understanding of audiences. Must read for media planners and strategists.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Great Read for Media Studies and Industry Professionals, August 4, 2009

By	Sam Weber (New York City) - See all my reviews (REAL NAME)

This review is from: Audience Economics: Media Institutions and the Audience Marketplace (Hardcover)

This is a comprehensive must read for anyone interested in how media audiences are generated and sold to advertisers. Napoli efficiently sheds light on the evolution and current developments of an intricate audience measurement process that will make you think differently about the content you consume. Napoli also describes the profound consequences that arise by the way in which marketers value us along the lines of race, gender and class. Despite the rapid pace of developments in measurement technologies, this book still provides a relevant and compelling look at the audience marketplace.

2 of 7 people found the following review helpful:

1.0 out of 5 stars Missing entire sections!, July 17, 2007

By	L. E. Eastman "Goddess" (USA) - See all my reviews (REAL NAME)

Amazon Verified Purchase

The copy Amazon sent me was missing entire sections, including some important diagrams and figures. There was simply white space where the diagrams were supposed to be. I had to photocopy the pages off of a friend's book. How embarassing!