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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