June 21, 2007
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.