The need not just for mixed communities but also mixed audiences?

What he touches on repeatedly but never really explores, though, is that the devil he is really wrestling with is fragmentation of the mass media space into self-selected niches.

Fragmentation not merely reduces revenues from the direct loss of audiences but removes some of the most appealing demographics from the mass market, higher-income and better-educated audiences less willing to be passive media consumers.

From Bernard Keane’s review of Lindsay Tanner’s Sideshow.

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One Response to “The need not just for mixed communities but also mixed audiences?”

  1. Tracey Says:

    The point about audiences seems like one that (unsurprisingly) reviewers are picking up. eg Andrew Charlton writes, “As specialised content providers cherrypick niche viewers, traditional news media will reposition itself to cater for the remaining audience.”

    http://www.themonthly.com.au/andrew-charlton-lindsay-tanner-s-sideshow-too-much-information-andrew-charlton-3272

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