Rich Skrenta: Mass Media Was a Temporary Phenomenon

I just stumbled across this skrentablog post on the fragmentation of mass media. I think it is really well stated.

Here is the summary:

• Audience fragmentation  was already well underway when the Internet showed up and threw gas on the fire;
• A consequence of fragmentation is that it costs alot more to reach a mass audience than it did in the mass media age;
• In order to reach a  broad audience without spending zillions, messages must be “self propagating” to get linked and  shared;
• As with TV and magazines, audience domination by the largest sites will wane and niche publishers will rise.

~ by vcmike on June 21, 2007.