Evaluating the Audiences of the New Media

Abstract The purpose of this article is to help advertising planners evaluate audiences as they relate to cable television and new technologies. Fundamental assumptions made about television audiences and advertisers are examined with regard to new services. The article reviews and organizes the recent empirical studies concerning the audiences of new technologies. It presents a model which analyzes audience similarities and differences between new and conventional media. Also considered are directions for planning, research and the immediate future of cable advertising.

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