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Audience fragmentation occurs when a population of people who are thought to have the same or similar interests or outlooks and are therefore grouped together for marketing purposes (the "audience") are using more and different media sources for entertainment or to obtain their information.

This means that this group of people, who might otherwise respond positively to a campaign's message or product are more difficult as a group to reach with a single publication of that message.

The emergence of new technology is often the cause of this fragmentation as, for example, people have historically obtained news from newspapers, then radio, then television, and now the internet.

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