By Philip Napoli
Targeting the digital media -- tv, radio, and the web -- viewers Economics bridges a considerable hole within the literature via offering an built-in framework for knowing many of the companies serious about producing and promoting audiences to advertisers. Philip M. Napoli provides unique learn for you to resolution numerous key questions: • How are audiences synthetic, valued, and bought? • How do advertisers and media organisations 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 important actors within the viewers industry -- 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 fresh advancements, corresponding to the advent of area people meters via Nielsen Media study and the institution and evolution of viewers size platforms for the web. A useful source for lecturers, scholars, policymakers, and media pros, viewers Economics retains velocity with the speedy alterations in media and audience-measurement applied sciences to be able to supply an intensive realizing of the original dynamics of the viewers industry at the present time.
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Additional info for Audience Economics: Media Institutions and the Audience Marketplace
1 Revenue Breakdowns for Advertiser-Supported Media MEDIUM REVENUE SOURCE AUDIENCE SALES Broadcast television Cable television systems Cable television networks Broadcast radio Newspapers Consumer magazines Trade magazines Internet sites 100% 15 60 100 70 50 90 Varies CONTENT SALES 0% 85 40 0 30 50 10 Varies Sources: National Cable 2002; Compaine and Gomery 2000; Veronis, Suhler, and Associates 2001. Within each component of the media industry, many individual media outlets fall under the broad umbrella ownership of a few large, diversiﬁed media corporations (Bagdikian 1997; Compaine and Gomery 2000).
This representation reﬂects the disconnects that can exist between each component of the audience product. Thus as the ﬁgure suggests—and as I will demonstrate—the difﬁculty inherent in controlling and predicting audience behavior means that a perfect convergence of the predicted audience and the measured audience never exists. Similarly, limitations in the measurement of audience behavior mean that the measured audience provides an imperfect representation of the behavior of the actual audience.
5 percent; see Gugel 2001; Media Dynamics 2001a). 1 As this discussion suggests, some types of audience purchases offer greater risk to the purchaser than others. When “make-goods” are available, it may even seem that the purchaser incurs virtually no risk at all. This is not the case. From the advertisers’ perspective “make-good” slots may not ﬁt the initial media plan as well as the original placements (Rust and Eechambadi 1989). Indeed, these slots may represent the leftover, least-desirable placements.
Audience Economics: Media Institutions and the Audience Marketplace by Philip Napoli