The demassification of media simply refers to the restructuring of media industry into smaller independent operating entities.
This of course cuts across the major mass media: Print (newspapers, books, magazines), film (commercial film), and Broadcasr Media (radio and television.)
According to my source: http://pinoykomixbiz.blogspot.com/2005/09/media-demassification-and-filipino.html, with the arrival of new technologies and increased market segmentation, the power and influence of these "second wave media" (as they are called), progressively diminished worldwide during the latter part of the 20th century.
The radio's influence has for example diminished through the years with the advert of MTV- a music video cable channel launched in the 1980s, to MP3 in the 1990s, and more recently by the Apple l-Pod in the early 21st century.
Similary, (still from the source), Television's mass audience has also been splintered by the arrival of cable and satellite television and its myriad channels serving different splintered audiences, electonic video recording, and electronic games in the 1980s, to the internet, dvds, and computer online games.
In same vein, the print media, especially newspaper and magazines have suffered a progressive decline in circulation over the years in most countries worldwide especially today with the advent of the internet.
No doubt, newspapers are facing a crisis of both leadership and credibility. Subsequently, as their audience migrates in droves, so do their advertisers. Not many bother to read dailies this day, opting to get their news from the internet or other sources. In addition, young people, especially, are tuning out altogether, preferring the more visual and entertaining distractions offered by TV and the interactivity that is inherent in the internet. They see newspapers as old, tiring- boring , redictable and as preachy as their parents are. (Source: http://www.pcij.org/imag/Media/newspapers.html)