Audience Economics Media_Institutions and the Audience Marketplace(1)

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1、AUDIENCEECONOMICSAUDIENCEECONOMICSMEDIAINSTITUTIONSANDTHEAUDIENCEMARKETPLACEPHILIPM.NAPOLICOLUMBIAUNIVERSITYPRESSNEWYORKCCOLUMBIAUNIVERSITYPRESSPublishersSince1893NewYorkChichester,WestSussexCopyright©2003ColumbiaUniversityPressAllrightsreservedLibraryofCongressCatalogin

2、g-in-PublicationDataNapoli,PhilipM.Audienceeconomics:mediainstitutionsandtheaudiencemarketplace/PhilipM.Napoli.p.cm.Includesbibliographicalreferencesandindex.ISBN0–231–12652–2(cl.:alk.paper)—ISBN0–231–12653–0(pa.:alk.paper)1.Televisionadvertising.2.Televisionadvertising—

3、UnitedStates.I.Title.HF6146.T42N3642003659.14'3—dc212003040977ColumbiaUniversityPressbooksareprintedonpermanentanddurableacid-freepaperPrintedintheUnitedStatesofAmericaDesignedbyLisaHammc10987654321p10987654321ReferencestoInternetwebsites(URLs)wereaccurateatthetimeofwrit

4、ing.NeithertheauthornorColumbiaUniversityPressisresponsibleforwebsitesthatmayhaveexpiredorchangedsincethearticleswerepreparedTOMYWIFE,ANNECONTENTSAcknowledgmentsixIntroduction11.TheAudienceMarketplace152.ThePredictedAudience–MeasuredAudienceRelationship363.TheMeasuredAud

5、ience–ActualAudienceRelationship654.AudienceValuation965.NewTechnologiesandtheAudienceProduct1346.TheFutureoftheAudienceMarketplace171Notes185References199Index229ACKNOWLEDGMENTSAlthoughcompletingthisbookseemedtoprimarilyinvolvesittingaloneandstaringatmycomputer,anumbero

6、findividualsandorganiza-tionsprovidedmewithvaluableassistance.TheNationalAssociationofTelevisionProgrammingExecutives(NATPE)providedmewithafacultydevelopmentgrantthatallowedmetoconducttheparticipantobservationcomponentoftheresearch.Inparticu-larIwanttothankMikeDonovanoft

7、heNATPEEducationalFoundationformakingthearrangementsforsuchafruitfulresearchexperience.TheNationalAssociationofBroadcastersprovidedmewithafacultyresearchgrantthathelpedfundthequantitativeanalysesthatarethebackboneofchapter2.FordhamUniversityprovidedmewithafacultyresearch

8、grantthatassistedmewiththequantitativeanalysesthatIdescribeinchapter4.AndtheFordhamUniversityGraduateSc