The myth of mass media - it is only a flash in the pan

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.