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Ratings Analysis, 4th Edition by Lawrence Lichty, Patricia Phalen, James Webster

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CHAPTER 8

Audience Research in Programming

To give value to commercial time, the electronic media must attract audiences. Broadly speaking, that is the job of a programmer, who may be anyone from the president of a huge media conglomerate to someone working for a radio station in a small rural community. In the world of advertiser-supported media, the programmer effectively sets the “bait” that lures the audience. In order to do this, he or she must know a great deal about audiences; after sales and advertising, the most important application of audience data is in programming.

Programming involves a range of activities. A programmer must determine where to obtain the most appropriate programs. Sometimes that means playing an active role in developing ...

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