So much has been written about the explosion of media choices, and subsequently, the fragmentation of audiences into bite-sized chunks. In the mid-’90s, around the same time yours truly started his career as a media buyer/planner at Leo Burnett, cable television was at the core of the “choice and audience fragmentation” discussion. The balance of power (a.k.a. “viewers”) was shifting from broadcast to cable.

The cable shift and fragmentation story is old news, but the fragmentation story continues in new and emerging ways today. Blogs, Twitter, Facebook, and Foursquare are the new face of fragmentation.

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