Internet, social media, and democratisation of means of content monetisation facilitated the emergence of tens of thousands of "celebrities" who weren't being carefully paraded in front of a handful of photographers and interviewed by a handful of interviewers. What we then discovered was that global attention splintered and magazines and newspapers had to compete with blogs and social media for audiences' attention and advertising money. Initially hesitant, politicians and corporations allowed outsiders access previously limited to accredited journalists, because it weakened the hold the traditional media had on them.