The mass market is (still) dead :...

Jeff says (why don't you put more text in my news reader, Jeff, two lines is not enough !!!):

The mass market is (still) dead :...

The mass market is (still) dead : McDonald's has discovered that the mass market is dead.

The mass market gives way to a mass of niches.

The No. 1 hamburger chain has cut its spending on prime-time commercials from two-thirds of its advertising budget to one-third over the past four years and plans to move further away from a one-stop strategy to draw consumers. The money has gone to "all other media"

Pepsi agrees:

"We're looking at the landscape very differently," said Dave Burwick, chief marketing officer at beverage company PepsiCo . "Online will be bigger ... print and outdoor will benefit from where we're going. We're taking dollars directly out of television."

I love Jeff's battle against masses, it reminds me his post at Davos "There are no masses" if I remember well but could not find it in Google.

Yeah, TV and Newspapers lose more audience because they make people passive, the Internet wins because "We are the Media".