The SAGE Key Concepts series provide students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension. Key Concepts in Journalism offers a systematic and accessible introduction to the terms, processes, and effects of journalism;a combination of practical considerations with theoretical issues; and further reading suggestions. The authors bring an enormous range of experience in newspaper and broadcast journalism, at national and regional level, as well as their teaching expertise. This book will be essential reading for students in journalism, and an invaluable reference tool for their professional careers.

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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