Audience Research: Theory and Practice of Reach Analysis

Author: Webers (USA), Falen (USA), Rich (USA), translated by Wang Lanzhu, Yuan Jingyan
Publisher:
Publishing Date: Not available
Features: This series of books represents a beneficial attempt at innovation in television theory, possessing considerable theoretical value and practical significance. It summarizes existing academic achievements from the perspective of television media management and operation, systematically explores the universal laws of television development, and, in line with China's national conditions, seeks development paths for China's television industry. The series is committed to promoting cutting-edge research, closely integrating with China's television reform practices, and strives to become a scholarly work with solid foundations, original and insightful ideas, and truly valuable references for television media management. The first batch of the series will include 5 books, divided into two major sections: theoretical foundations and practical applications. The theoretical section is further classified into first-level and second-level disciplines, including "Television Media Economics," "Television Industry Value Chain," "Television Industry Regulation," "Analysis of the Television Consumer Industry," and "Television Audience Rating Analysis Handbook" (translated work). This series of books has the following four prominent features:
1. Innovation in foundational theory: It is the first work in China to establish the foundational theory of television media economics.
2. Standardized research methods: Television media management research is an interdisciplinary field between journalism and communication studies and economics. How to apply economic analytical methods to study the television industry is a new challenge for China's communication academia.
3. Systematic research content: The series combines theoretical and practical research. The theoretical research extends from first-level to second-level disciplines, while the practical research spans from domestic to international contexts. It includes innovations in foundational theory, summaries of practical experiences, and introductions to classic international operational practices, making it an invaluable reference for both the theoretical and practical communities in television media.
4. Comprehensive academic backgrounds and practical experience of the authors: Most of the authors of this series have worked in the broadcasting and television industry and some have held management positions.