Mass Versus Nano
Broadcasting is by definition mass media. According to Tony Kern, deputy managing partner of Deloitte's Technology, "The media marketplace in 2005 will be transformed by a steady disappearance of the 'mass' market, replaced by an ever-growing number of 'micro' markets that cater to the needs of specific groups or individuals." The economics of mass media require large audiences but Nanocasting aims to deliver programming profitably to very small but highly interested audiences.

Using radio effectively in "Nano Markets" requires very different strategies and opens the door to programming that would have been unthinkable and unsustainable under the broadcast model.

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