Paul Budde (former journalist and Australia's leading telecommunications researcher) has published a fantastic piece on how mass media - which anyone born since the 1960s takes for granted - is really an anomaly, titled The anomaly of the mass media.
Niche-based media is more reflective of human communications activity in the longer-term.
The piece also discusses how telecommunications developments, led by the internet, are fragmenting media back into niches - not only geographic, but also interest-based.
It is very thought-provoking for any communications professionals seeking to use media outlets to reach their audiences.
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