Old news, new word, “slivercasting”

The NY Times has a pretty good overview on some of the recent developments of the splintering of the media landscape. 
http://www.nytimes.com/2006/03/12/business/yourmoney/12sliver.html?_r=1&oref=slogin

I gotta check out the sailing channel, sounds cool and I used to sail some when a close friend of mine lived much more locally.  Good rule of life by the way, be the ~friend~ of the guy with the boat.

So as people can more specifically targeted media nuggest that interest themfor lower and lower costs the mainstream is splintered into tons of little niches.  No news there.  The question I find more potentially signficant the media market place how fast does this diminish the giant clump of “mainstream”.  Does the mainstream prime time audience erode at 2% or 5% or 10% a year and when does this impact the cost structure of those products?

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