The rapid diffusion of multipurpose smart phones, broadband and wireless Internet connections, and ad-skipping digital video recorders (DVRs) have augmented the effectiveness of the mass media.

Question

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These technologies have actually made it more challenging for traditional mass media to reach audiences, as they allow users to consume content on-demand, skip advertisements, and choose from a wider range of sources beyond traditional mass media outlets.

The Rapid Diffusion of Multipurpose Smart Phones, Broadband and Wireless