| Audience Economics: Media Institutions and the Audience Marketplace |  | Author: Philip M. Napoli
Publisher: Columbia University Press
Category: Book
List Price: $32.00
Buy Used: $3.38
as of 9/7/2010 07:26 MDT details
You Save: $28.62 (89%)
New (15) Used (33) from $3.38
Seller: cherrybooks
Rating:  4 reviews
Sales Rank: 563,567
Media: Paperback
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 0.9
Dimensions (in): 8.8 x 5.9 x 0.3
ISBN: 0231126530
Dewey Decimal Number: 659.143
EAN: 9780231126533
ASIN: 0231126530
Publication Date: September 2003
Availability: Usually ships in 1-2 business days
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Product Description
P"This is precisely the book I have been looking for! IAudience Economics/I provides the kind of comprehensive but accessible coverage of the terrain of audience assessment that students will actually applaud. In addition, Napoli has provided us with a long overdue entry into a critical discussion about the nature and consequences of the shadow prices that are assigned to audience segments defined by age, race and class." -- Oscar H. Gandy, Jr.,, Herbert I. Schiller Term Professor, University of Pennsylvania, Annenberg School for Communication/P
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| Customer Reviews:
 Great Read for Media Studies and Industry Professionals August 4, 2009
Sam Weber (New York City)
1 out of 1 found this review helpful
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.
Great overview of audience economics July 7, 2009
M. Cecil (CA, USA)
2 out of 2 found this review helpful
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.
 Missing entire sections! July 17, 2007
L. E. Eastman (USA)
2 out of 7 found this review helpful
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!
Don't bother May 18, 2007
R. Sweeting (Bay Area, CA)
2 out of 8 found this review helpful
This is one of the most boring books I've ever read. It's written on an academic level and should not be forced upon students. It's as if the writer was bored writing it.
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