The Internet Audience: Constitution and Measurement

Assessments of the audience of traditional mass media have existed for decades and have been widely studied, but the quantification of the Internet audience is a recent and barely known phenomenon. An audience is an essential requirement for the existence of any mass media: first, there is no medium without an audience, and second, the audience has become a commodity fundamental to the functioning of commercial media systems. It is the application of measurement procedures that allows the aud…