Vin Crosbie writes: "'Our audience is fragmenting!' I hear that again and again from traditional publishers and broadcasters. They lament their ‘fragmenting’ readership, listenership, or viewership. But it’s untrue, merely a figment of their traditional perspective. ¶ Viewership, readership, and listenership, have always been fragmented. ¶ Each individual listener, viewer, or reader is, and has always been, a unique mix of generic interests and specific interests. Although many of these individuals might share some generic interests, such as the weather, most, if not all of them, each have very different specific interests. And each individual is a truly unique mix of generic and specific interests. ..." Link: Digital Deliverance.