We are entering a remarkably fragmented world. Or, rather, we have now entered a fragmented world. How did it get to this point? First, dial back the clock 40 years to 1969, where Woodstock, Vietnam, and civil unrest were topping the headlines on the four media sources then available to consumers: broadcast TV, newspapers, magazines, and radio.
Fast-forward 20 years and consumers are utilizing 12 media sources, on average. The most notable addition is the printed Yellow Pages, allowing consumers an easier method for obtaining local information and giving local businesses an efficient and effective channel to reach current and future customers. Another 20 years brings us to today. Consumers have over 30 media sources — a staggering array of information hubs that results not only in the fragmentation of media consumption but also the fragmentation of audience mindshare.