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Audience Fragmentation
Audience fragmentation

The division of the available audience between ever increasing numbers of media options. Faced with more and more choices, the audience has a tendency to disperse among the different media options, leaving each option with a smaller share of the audience. And, since the amount that advertisers are willing to pay is directly linked to audience share, the fragmentation of audiences has a knock-on effect, reducing revenue and resources.

Audience fragmentation has not affected all news media equally. Television is particularly affected, with hundreds of channels, in many different languages, now available via satellite, digital and cable in addition to domestic analogue transmission. In contrast, the share of the readers is relatively stable across and between newspaper titles, due in part to the costs ...

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