[9] AstheThirdWavethundersin, themassmedia, farfromexpandingtheirinfluence, “de-massifiedmedia”.
[10] ’smassmedia, newspapersarelosingtheirreaders.By1973U.S.newspapershadreachedacombinedaggregatecirculationof63millioncopiesdaily.Since1973, however, insteadofaddingcirculation, , from69percentin1972to62percentin1977, andsomeofthenation’, , theHartfordTimes, theDetroitTimes, ChicagoToday, , between1965and1975, thenationaldailieslostfully8percentoftheircirculation.
[11] ’smass-circulationdailiesnowfacesincreasingcompetitionfromaburgeoningflockofminicirculationweeklies, biweeklies, andso-called “shoppers9” thatservenotthemetropolitanmassmarketbutspecificneighborhoodsandcommunitieswithinit, , -massifiedmediaaresnappingatitsheels.
[12] -1950son, , Look, theSaturdayEveningPost —eachwenttoitsgrave, latertoundergoresurrectionasasmallcirculationghostofitsformerself.Between1970and1977, , , theunitedStatesexperiencedapopulationexplosionofmini-magazines — thousandsofbrandnewmagazinesaimedatsmall, special-interest, regional, -agers, scubadivers, retiredpeople, womenathletes, collectorsofantiquecameras, tennisnuts, skiers, andskateboarderseachhavetheirownpress.
[13] Withnew, fast, cheapshort-runprintingpresses, everyorganization, communitygroup, -massifiedmagazine — theminimagazine — israpidlytakingitsplace.
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