The idea of splitting customers into discreet segments is proving less and less useful. It interrupts the rolling landscape. People barely pay attention anymore to their TV between breaks in programming. They have money to burn and are not shy about burning it. Because traditional advertising mediums are often poorly defined, advertising dollars are wasted on people who may never be a prospect, let alone a suspect.
Niche marketing delivers 'sharp-shooter' demographics.
These are the people who marketing departments set their sites on. Which means that no money is wasted on granny or junior.