By Charles Jordan

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Barter syndication and related ways to package advertising for national or regional audiences are almost certain to grow. Satellite communications have made the rapid, cost-efficient delivery of programs feasible. Stations pick up these syndicated program feeds if they perceive this to be in their best interests, perhaps even preempting more traditional networks. Assuming an effective way to buy and evaluate audiences, advertisers are likely to use these alternative routes for reaching the public.

Belmont, CA: Wadsworth. Chapter 2 Audience Research in Advertising Broadcasters sell audiences. Despite some appearances to the contrary, that’s the heart of their business. Virtually all other actions support that function. But traditional broadcasters aren’t the only businesses that sell audiences. Newer media like cable, Direct Broadcast Satellite (DBS), the World Wide Web, and interactive media offer ways to reach them as well. The people who buy these audiences are advertisers. They are interested in capturing the attention of the viewer or listener to convey some message.

The price of a 30-second spot in prime time might be $400 in Des Moines and $4,000 in Detroit. Other factors can affect the cost of time, too. Is the market growing, or has it fallen on hard times? Is the population relatively affluent or poor? How competitive are other local media, like newspapers? Even factors like a market’s time zone can affect the rates of local electronic media. Other characteristics that vary with market size are the volume and sophistication of the ratings users who analyze audience information.

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