audience economics: media institutions and the audience marketplace
DESCRIPTION
Book review presentation for Mass Media Seminar class at the University of Missouri School of Journalism. I reviewed Philip Napoli's "Audience Economics: Media Institutions and the Audience Marketplace" (2003)TRANSCRIPT
Audience Economics:
Philip Napoli
Media Institutions and the Audience Marketplace
Why the dual nature of media economics
is so important?Selling the programs and
selling the people who watch the programs.
Content for specific audiences
1. The audience marketplace•Media•Advertisers•Audience Measurement Organizations
Trend: monopolization of
data services (Google)
1. The audience marketplace
•The audience product:-Predicted -Measured-Actual
2. The Predicted Audience–Measured Audience
Relationship• Testing the audience- “sample” audiences - “pilot” programs- “call-out” (radio) - “dial” testing
Problems:- Random audience
for testing (theaters)- Cable testing
audience is not representative (only 30 % of viewers subscribe to cable)
The Office TV show produced 9 seasons. This is how duplicating successful content works.
3. The Measured Audience–Actual Audience
Relationship
• Telephone recall• Coincidental
surveys• Audiometer;
paper dairies• People meter
Problems? • Vehicle exposure
versus ad exposure• Irrational
willingness to accept the measured size of the audience
“Current practice is to assume that the average-minute program audience and the average commercial
audience are the same”
4. Audience Valuation• Audience valuation affect content
strategies
• Scarcity paradox: Hard to reach audiences are more expensive
• Factors: market; demographic; media.
Is Transformers movie just a fancy car advertisement?
5. New Technologies and the Audience Product
• Audience fragmentation• Audience autonomy
Existing audience measurement systems are not able to keep up with the pace of new media environment
6. The Future of the Audience Marketplace
What might the decline in the quality of the audience product mean for the future of advertiser-supported media?
• In an increasingly fragmented, increasingly autonomous media environment, in which it will become increasingly difficult to monetize audiences, the extent to which both old and new media technologies and services will be able to support the production of original content will drop.