Audience Research and Media Management

Mierzejewska, B., Shaver, D., Napoli, P. (2012). Audience Research and Media Management. International Journal on Media Management, 14(2).

Abstract: As the competitive environment in which media industries operate continues to evolve, audience research and its relationship to media management are also undergoing dramatic change. New technologies and approaches for gathering information about media audiences are introducing a new range of analytical approaches as advertisers, dissatisfied with the effectiveness of traditional measurements in today’s multiplatform environment, reconsider the criteria for determining audience value and explore a host of new performance metrics. As new media technologies facilitate consumption and behavioral patterns that were impossible just a few years ago, understanding media audiences and establishing effective measures for valuing them that are acceptable to both firms dependent on advertising revenues and to marketers remains fundamental to success in today’s media marketplace.