Yet another sign that the mass media model is crumbling. I think media literacy people should take note because the belief that we are being brainwashed by a mass mind just doesn’t hold up when we consider how people actually use media. The shift in the argument would be that with targeted media, you are being more precisely tuned to “Big Media” messages, but I’m still not convinced that this amounts to thought control. Now the big problem is that there are too many different and contradictory messages. At a certain point they should cancel each other out. (We hope!)

Doesn’t mean you are no longer a target, but

Advertising Age – MediaWorks – Media Usage per Person Drops for First Time in a Decade (article may be behind a registration wall):

“In the overall advertising area, dollars are moving from advertising to targeted media,” Mr. Rutherford said. “They’re not willing to pay for broadcast TV advertising. Dollars have come into the targeted media, and the dollars shrink because the targeted media is more efficient.”