Popular media then operated on a "lowest common denominator" strategy. Producers needed to appeal to everyone, which often resulted in safe, homogenized content.
Encompasses radio, music production, and the growing field of podcasts.
The introduction of cable television in the 1980s and 90s began the fragmentation. Suddenly, there was a channel for news (CNN), a channel for music (MTV), and a channel for history (The History Channel). Niche audiences could finally find their tribe.