The decline of broadcasting and the rise of microtargeting mean a nation of angry, divided people
By 2020, digital ad spending on political campaigns, which was about $22 million in 2008, is projected to reach $3.3 billion. Broadcast audiences in 2016 were about a quarter the size they were in the 1980s, and they are continuing to shrink, while half of US broadcast radio stations are expected to be gone in the next decade. Going with it is the national coherence that came with mass audiences. In 2009, the company Audience partners began deploying voter targeting technology that allowed narrowcasting to highly specific groups of voters. The result, Audience Partners founder and CEO Jordan Lieberman finds, is a nation of angry people. Ensuring competitive elections is a crucial part of the solution.
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