pick-a-niche

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Relevance is mandatory, so pick a niche

Friday, July 31st, 2009

First in a series.

Here’s one of my four core principles for today’s media market: these days, relevance is mandatory.

I’m not talking about some of your content. I’m talking about all of your content.

If you’re not scared yet, you should be.

Yesterday, distribution costs were high, which made information scarce. The only way to distribute information was to spend lots of capital on a printing press or a broadcast tower. The only way to make this investment pay off was to make everyone interested in your content.

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Posted in commandments, general-audience-die-die, pick-a-niche, principles, relevance-is-mandatory | 2 Responses »

Disprove this

Tuesday, May 12th, 2009

Here’s a brief proposition I’d be curious to see contradicted:

The common factor among all profitable journalism startups in the last seven years is not Web distribution, user interaction, worse content, better content, more content, less content, paid content or free content. The common factor is a narrow audience.

Posted in pick-a-niche | 1 Response »