Newspapers the only true mass market medium?

In what looks on the surface to be something of an antidote to rumours of ad money moving away from newspapers, the newspapers’ representative body in Ireland has produced figures which show a healthy increase in advertisers spend, and leads Gavin O’Reilly to argue that “newspapers are fragmentation-proof”. Hmmm… This is an argument that will go on for some time. Certainly last time out it was the net optimists who ended with egg on their faces when the revolution went bust. This time out, whilst papers must surely have to watch their bottom lines, the latest net technologies are speeding up that fragmentation, whether they like it or not. Locking up sites prevents fragmentation, but it also keeps new readers away in their thousands and in some cases even millions. Thanks David!