Audience fragmentation beginning in the 1980s led to a decline, if not the actual end, of traditional mass-market strategies.

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Audience fragmentation refers to the diversification and segmentation of media audiences due to the rise of cable television, the internet, and other alternative forms of media. This led to a decline in the effectiveness of mass-market strategies, which aimed to reach a broad and homogenous audience. Instead, marketers and media companies began to focus on more targeted and niche audiences in order to effectively reach their desired consumers.

Audience Fragmentation Beginning in the 1980s Led to a Decline