Audience fragmentation: The shift from mass media to niche media in the digital age

The emergence of the internet and digital technology is bringing radical changes in the kind of media people consume. It used to be media more for the mass, but nowadays with the media consumption patterns change toward hyper-personalization, people feel more attached if media content caters to their interests individually which then results in the decline of mediato the diversity. What is to be seen however in this kind of context is the effects of audience fragmentation on print publications, and how the media are coping with the overabundance of online media causing their content to be irrelevant among a plethora of sources. Proprietary, and consumer consent, print publications are dealing with this issue on one hand, print advertising being the flagship vehicle to connect with the audience of a particular magazine without massive wastage on one hand; on the other hand, magazine publishers are fighting against duplicate magazines. The actual way forward is to tightly focus on the three main core areas of digital change and a related application, a local area, and a niche market, and to use analytics not only to identify, but to personally engage the individual market segments. Furthermore, this research highlights the fact that personalized content has to coexist with the issue of maintaining official journalistic standards in the media industry, which is more competitive than ever.