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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 16: Site Profitability
The Web Is Not a Mass Medium

The web is a niche medium, not a mass medium.

The San Jose Mercury News does not try to compete with the mass media for providing national or international news. Instead it specializes in news of Silicon Valley.

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