Mass Media is Over, But Where Does Journalism Go From Here?

In his essay Death to the Mass Jeff Jarvis develops an argument he has been making for years. Treating the public as “a mass” and giving them a “one-way, one-size-fits-all product” is no longer appropriate.

I’m totally with him on that. It is just one reason why newsprint national newspapers in Britain, the epitome of mass-marketing, are increasingly viewed as irrelevant by readers (and the people who want to reach them: advertisers).

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