Noting that the concept of "audience" has been a central pillar of communication research, Bermejo (communication, U. Rey Juan Carlos, Madrid) uses it here as an entry point to the study of the Internet. He examines the procedures that have been developed for measuring the Internet audience, seeks to define the institutional environment in which they appear, analyzes their possibilities and limitations, and considers their main evolutionary lines. His goal in conducting such an analysis is less to look at media industry dynamics than to show what it reveals about the Internet as a communications medium, the Internet's place within the media system, and its points of comparison and contrast with other mass media. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)