Another new essay: the collapsing mass market

Here’s the latest in my ongoing series of essays, Local Media in a Postmodern World.

The Slow but Certain Collapse of the Mass Market

Television is all agog over “programmatic,” a web advertising method where advertisers bid – the ideal being in real time – on inventory for their ads. This usually results in higher rates, and everybody wins. But programmatic on TV is really just another form of mass marketing, so I have little faith in its future unless and until TV becomes a one-to-one medium like the Web. Then, of course, it will no longer be “broadcasting.”

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