This paper questions the process of market representation within workplaces from an ethnographic picture of the production of television self-promotion trailers. Everyday references to viewers draw three distinct profiles for audience: market, users and receivers. Each figure is part of a specific representational regime with its own concrete modalities, and has a pragmatic status. These figures produce a projection of market within organization which is worth both for its representational capabilities, and the strength of the technical, and linguistic supports it offers for action and coordination.