This model of magazine production is called specialization or demassification. It involves targeting a specific audience for an area of interest. It goes beyond saying that a magazine is published for sports fans; it calls for the editorial idea to be more specific in terms of a particular sport or approach to the coverage of that sport. This demassification is a far cry from the mid-twentieth century when many publications were produced with a mass market in mind. Many magazines were sold to as many people as possible, and advertising was sold more on the basis of circulation size than on a knowledge of what readers might be inclined to buy.