New media technologies have been lauded for their potential in de‐monopolizing gatekeeper power and rejuvenating democracy. This research inquires into how those changes in the media environment are affecting (and being affected by) consultants involved in the production of political communication. Drawing on dozens of in‐depth interviews with these elite operatives, this study highlights how strategies are developed, practices are executed, and messages are encoded given increasing fragmentation and narrowcasting. It examines these consultants' roles in managing the news agenda and political discourse by expanding partisan spaces online for content creation and narrowcasting more nuanced, flexible messages to targeted niches. This study concludes with consideration given to how these efforts might hinder certain public sphere ideals.