Your Internet Consultant - The FAQs of Life Online

Is the Internet a mass market?

Answered by Michael Strangelove (

For quite some time, the Internet won't represent a mass market, such as TV, where content is controlled, packaged, and distributed to a limited number of predefined and demographically homogenous audiences consisting of millions of viewers. There are no mass markets on the Internet--only micro communities with distinct histories, rules, and concerns. These communities are gathered into thousands of discussion forums ranging from hundreds to thousands of participants, but there are probably no groups of "millions." Internet-facilitated business must meet the challenge of reaching these virtual communities on their terms, respecting their local customs. The Internet is big, very big, but it is not a mass market that can be reached easily through mass mailing.

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