Mass marketing is on the wane, giving way to a new era in which advertisers will need to view their audiences as highly segmented rather than homogeneous, says Jake McCall, president of Toronto research consultancy Second Sight, a division of Bates Canada.

McCall says companies, if they hope to survive, will have to make significant changes to their management structures, hiring policies and product marketing.

McCall says his warning is not a futuristic prediction, but a logical conclusion drawn from in-depth research.

He says in putting the study together Second Sight conducted research into such areas as demographics, psychographics and new media types. PA