Home | Business News | Browse by Publication | M | Mississippi Business Journal

Narrowcasting: the new, old way to hit your target audience.

Publication: Mississippi Business Journal
Publication Date: 29-AUG-05 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Narrowcasting: the new, old way to hit your target audience.(Ad Works)(Column)

Article Excerpt
I have mentioned previously in this column the fact that today's mass communications landscape is undergoing an unprecedented amount of fragmentation.

Radio listenership has been drasticallY cut with the proliferation of satellite radio, iPod and other commercial-free alternatives. Television--long the gold standard in reaching the biggest audience--is being hit by fragmentation at ever increasing rates.

What began in the 1980s as the cable TV revolution escalated in the next decade, and continues to the present day. Most cable systems offer viewers 200+ channels of specialty programming, with the option of commercial-free movie channels like HBO and Cinemax. Cable news networks, such as the Fox News Channel and CNN, have reduced network news ratings to an all time low.

With the onset of TiVo, now viewers have the option to omit advertising from their favorite programming altogether. While printed books have experienced a renaissance of sorts recently, the same cannot be said for magazines and newspapers.

More Americans report that they now get their news from online sources instead of newspapers. The last several years have witnessed the demise of...

Access Full Article, Compliments of Goliath

View this article FREE - Now for a Limited Time, try Goliath Business News
Free for 3 Days!



More articles from Mississippi Business Journal
Acreage, yields equal state's best peanut year.(Mississippi Crop Repor..., August 29, 2005

Looking for additional articles?
Search our database of over 3 million articles.

Looking for more in-depth information on this industry?
Search our complete database of Industry & Market reports by text, subject, publication name or publication date.

About Goliath
Whether you're looking for sales prospects, competitive information, company analysis or best practices in managing your organization, Goliath can help you meet your business needs.

Our extensive business information databases empower business professionals with both the breadth and depth of credible, authoritative information they need to support their business goals. Whether it be strategic planning, sales prospecting, company research or defining management best practices - Goliath is your leading source for accurate information.