Strategic approaches to audience and audience research in managing Nigerian electronic media enclave

  • Columba A. Apeh
Keywords: Audience, Audience Research, Demographic, psychological Geodemographic, media, National, Industry and trade, Internal


The thrust of this research paper is to discover strategic approaches to audiences and audience research in managing Nigerian electronic media milieu. The communicative values and impact of research in the electronic media industries in Nigeria environment, the sources and types of audience research data utilized by global electronic media managers as compared to Europe and America as an example to emulate and main technology required in analyzing audience data. All establishments in the electronic media globally are involved in generation and maintainance of audiences. Radio, television, cables, satellite, telcos, and internet-based firms attract audience through different types of content. Advertisers gain access to this audience through the purchase of time and space.


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eISSN: 1119-443X