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Audience fragmentation describes the extent to which audiences are distributed across media offerings. Traditional outlets, such as broadcast networks , have long feared that technological and regulatory changes would increase competition and erode their audiences.
Concentration of media ownership, also known as media consolidation or media convergence, is a process wherein fewer individuals or organizations control shares of the mass media. [1] Research in the 1990s and early 2000s suggested then-increasing levels of consolidation, with many media industries already highly concentrated where a few ...
His research specialises in marketing, new media and privacy. A 2005 New York Times Magazine article referred to him as “probably the reigning academic expert on media fragmentation." [2] In 2010, the New York Times called Turow “the ranking wise man on some thorny new-media and marketing topics." [3]
The fragmentation of audiences presented marketers with particular challenges. No longer were they able to communicate with mass markets via mass media; instead they needed to communicate with increasingly tightly defined market segments, using highly specialist media and communications disciplines.
FILE - President Donald Trump stands in front of microphones as he speaks to members of the media on the South Lawn of the White House in Washington, Friday, Feb. 7, 2020, before boarding Marine One.
A 2012 study by Australian media company Yahoo!7 found 36% of Australians will call or text family and friends and 41% will post on Facebook while watching TV. [102] Yahoo!7 has already experienced significant early uptake of its Fango mobile app, which encourages social sharing and discussion of TV programs on Australian free-to-air networks.
The meeting will also look at how to generate greater footfall to city events, an area that has also seen rapid growth. Wolverhampton attracted more than 10m visitors in 2023, a council report ...
Overall, the process of media democratisation and liberalisation occurred during the 1990s resulted in a situation characterised by some distinctive features: the fragmentation of the media market with a great number of media, affiliation of the most influential media with powerful local businesses and political parties. [29]