Mass is back: say hello to the swell society

The power of mass culture will be back. At the end of last year, online downloads were included as part of the U.K. Christmas pop chart for the first time ever. This trend of online popularity being institutionalised shows that mass appeal will once again define marketing attitudes. Where once the watchwords were fragmentation and micro-targeting, Google, YouTube and Del.ici.ous are new gauges of mass appeal, a fact marketing will wake up to. The goal is the same -- reach a mass audience. More iMedia here.