Audience Economics: Media Institutions and the Audience by Philip Napoli

By Philip Napoli

Targeting the digital media -- tv, radio, and the net -- viewers Economics bridges a considerable hole within the literature through offering an built-in framework for realizing a few of the companies taken with producing and promoting audiences to advertisers. Philip M. Napoli offers unique study to be able to solution a number of key questions: • How are audiences synthetic, valued, and bought? • How do advertisers and media businesses expect the habit of audiences?• How has the method of measuring audiences developed over time?• How and why do advertisers assign diversified values to segments of the media audience?• How does viewers economics form media content?Examining the connection among the 4 imperative actors within the viewers market -- advertisers, media organisations, shoppers, and viewers size businesses -- Napoli explains the ways that they have interaction with and collectively rely on one another. He additionally analyzes contemporary advancements, akin to the advent of local community meters by way of Nielsen Media examine and the institution and evolution of viewers size structures for the net. A invaluable source for teachers, scholars, policymakers, and media execs, viewers Economics retains velocity with the fast alterations in media and audience-measurement applied sciences with a purpose to supply a radical knowing of the original dynamics of the viewers industry this day.

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Extra info for Audience Economics: Media Institutions and the Audience Marketplace

Sample text

As Jim Spaeth, president of the Advertising Research Foundation, has noted, “There is a tendency toward monopolization in ratings services” (Thompson and Lake 2001:55). The primary explanation for this phenomenon is that audience data function as the coin of exchange within the audience marketplace. Thus both the buyers and sellers of audiences subscribe to audience measurement services in order to be fully informed of the nature of the product that they are buying and selling. The introduction of a second measurement service essentially represents a second currency.

During World War II the program analyzer was used to test army training films and war propaganda (Levy 1982). Today advanced variations of the original program analyzer are used to test a variety of media products, including advertisements, theatrical motion pictures, and even political speeches (Millard 1992). Despite its prominence as an analytical tool for programmers, theater testing is not without its flaws. First, the degree to which a small theater audience recruited off the street accurately represents the viewing audience as a whole has major limitations (Gitlin 1983).

These simulations involve developing circulation numbers by using such data as the new magazine’s publishing philosophy, target audience, and the circulation numbers for similar magazines in the marketplace (P. Miller 1994). TH E P R E D I CTE D AU D I E N C E Television programmers have for years conducted “pilot testing” for their new programs. In many instances the data derived from these tests are a central factor in determining whether a program makes it on the air (see Schlosser 2001). Pilot tests involve showing the first episode of a new program (the pilot) to audiences and then recording their reactions, typically through theater testing or in-home cable testing.

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