Businessweek on “the vanishing mass market”:

Businessweek on “the vanishing mass market”: An amalgamation of “the end of mass-marketing” mumbo-jumbo from the past decade, all wrapped up convienently in one article:

Print, the oldest mass medium, has been “niching down” for decades but appears to be bumping up against the limits of its adaptability — at least when it comes to creating themed newspaper sections or demographically targeted editions of magazines. Time, the prototypical mass magazine, long has been able to craft an almost limitless number of ad-customized versions of its national edition. “We’ve done as many as 20,000 versions, but that’s not something we want to do every week,” says Publisher Edward R. McCarrick. Even so, no more than 35% to 40% of Time’s ads are targeted, on average, and McCarrick does not expect this percentage to increase much, if it all. “The vast majority of clients want to run national ads,” he says. One of the most financially successful of last year’s class of startups is W Jewelry, a monthly spun out of Fairchild Publications’ high-fashion weekly W, which has a paid circulation of 469,000. Fairchild created W Jewelry by creaming off 75,000 W subscribers who spend at least $60,000 a year on jewelry. Filled with glossy ads from the likes of Cartier and Saks Fifth Avenue, W Jewelry turned a tidy profit in its first year. “It used to be that the mass magazines made all the money,” says Mary Berner, Fairchild’s president and CEO. “Now, it’s not size that counts most, but the ability to deliver someone elusive to advertisers.”