Endnotes
1 According to the 2010 Gale Encyclopedia of American Industries. 2 This discussion of “currency” metrics draws on M.R. Sales & M. Gluck, The Future of Television: Advertising, Technology and the Pursuit of Audiences, The Norman Lear Center at the Annenberg School for Communication, September 2008. 3 L. Bogart, “Is it Time to Discard the Audience Concept?,” Journal of Marketing 30 (1), January 1966. 4 For recent examples see M. Schneider, “Fox Wants Answers from Nielsen,” Variety, 18 May 2009; and A. Segal, “Nielsen Ratings: An Inaccurate Truth,” Cornell Daily Sun, 26 April 2007. 5 “Can You Believe TV Ratings,” Nova, PBS, 1992. 6 The Future of Television. 7 J. Gertner, “Our Ratings, Ourselves,” New York Times, 10 April 1995; cited in The Future of Television. 8 For a good review of contenders see “Sizing Up Online Audience Measurement Services” from the Newspaper Association of America, at http://www.naa.org/Resources/Articles/Digital-Edge-Sizing-Up-Online-Audience- Measurement-Services.aspx. 9 http://comscore.com/About~c~omScore/Methodology/Unified~D~igital~M~easurement.
10 J. McDermott, “Unique Visitors Come In Two Shapes And Sizes,” Metrics Insider, 20 March 2009, at http://www.mediapost.com/publications/?fa=Articles.showArticle &art~a~id=102512. 11 Interactive Advertising Bureau, “Audience Reach Measurement Guidelines,” 23 February 2009. 12 Bain & Co., Building Brands Online: An Interactive Advertising Action Plan, November 2009. 13 Cited in The Future of TV. 14 Analysis by campaign management firm XA.net; see http://www.cpmadvisors.com /2010/02/06/comscore-hybrid-methodology-leads-to-large-traffic-increases/
15 A.R. Sorkin & M.J. de la Merced, “Hulu Is Said to Be Ready for an I.P.O.,” New York Times, 8 August 2010. 16 S. Smith, “Taking Mobile’s Measure, Again... And Again,” Mobile Insider, 26 January 2010. 17 See http://www.bluekai.com/free-the-data.html. 18 J. Clark & T. van Slyke, Investing in Impact: Media Summits Reveal Pressing Needs, Tools for Evaluating Public Interest Media, 12 May 2010. 19 Y. Benkler, The Wealth of Networks, Yale University Press, 2006: chapter 7. (Accessible at http://www.benkler.org/Benkler~W~ealth~O~f~N~etworks~C~hapter~7~.pdf).