In the good old days of mass media, a 30-second commercial broadcast over the three major television networks in prime time could reach virtually the entire U.S. viewing public. In theory this could still happen in the tricky new days of fragmented media. The reality, however, is that the population has diversified so much that brand marketers now talk about "nicheing," "fractionalizing," "segmentation" and "psychographics." Many are now learning to use television's "after-mass" reach in ...

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