Niching down.

Here's a piece in the new Atlantic that approves of the media decentralization represented by blogs. The author William Powers compares this "niching down" to the media in the 19th century:

The nineteenth century was a time of intense national growth and fervent argument about what direction the country should take. Numerous political parties appeared (Democratic, Whig, Republican, Free Soil, Know-Nothing), and the views and programs they advocated all found expression in sympathetic papers. In fact, the parties themselves financially supported newspapers, as did the White House for a time. ... [B]y the middle of the nineteenth century 80 percent of American newspapers were avowedly partisan.

This partisanship was not typically expressed in high-minded appeals to readers' better instincts. As Tocqueville wrote, "The characteristics of the American journalist consist in an open and coarse appeal to the passions of his readers; he abandons principles to assail the characters of individuals, to track them into private life and disclose all their weaknesses and vices." When Martin Chuzzlewit, the central character of the Dickens novel by the same name, arrives in the New York City of the early 1840s, he is greeted by newsboys hawking papers with names like the New York Stabber and the New York Keyhole Reporter. "Here's the New York Sewer!," one newsie shouts. "Here's the Sewer's exposure of the Wall Street Gang, and the Sewer's exposure of the Washington Gang, and the Sewer's exclusive account of a flagrant act of dishonesty committed by the Secretary of State when he was eight years old."

Funny how much Dickens's joke names for newspapers sound like things people would actually call their blogs. Anyway, Powers's point is that it's for the good:

[E]ven though the media of this period were profuse, partisan, and scandalously downmarket, they were at the same time a powerful amalgamator that encouraged participatory democracy and forged a sense of national identity.