Magazine media brands take note — if your brand covers a similar set of topics as every other brand in your market, you are on shaky ground.
This article in What’s New in Publishing cites Pia Frey, journalist and co-founder of Opinary, as saying, “The era in which every news site covers more or less the same set of topics and stories is over.”
The challenge, Frey insists, is to differentiate your brand as consumers embrace the “rise of the niche.”
“The clearer the editorial profile of a particular niche, the higher the potential to build a loyal and paying audience around it.”
This sentiment should sound pretty familiar if you’ve been following our content for long. We’ve been talking about the rise of the niche as it relates to the events of 2020, and how important this approach is to innovating through the current waters. Media brands have been brilliantly finding ways to present relevant news content in ways that are unique to their audiences. It’s working; passion-based content is up since the lockdowns started.
Yet the pivot to niche has been for going on for almost a decade now, as publishers realize the value in targeting the most specific audiences they can find and delivering content that speaks directly to them. New title launches are less gap filler and more niche premium, as publishers dig deep into the value of a passion-based audience.
As a prime example, the WNIP article presents the case of Allrecipes; they were so tapped in to their audience they garnered close to a million users before Facebook and Twitter even existed. They were one of the first big-name digital brands to make the leap to print, back in 2015, when so many publishers were running in the opposite direction.
“The publisher has continued to grow through the dot-com bubble burst and other economic crises through the years because it has always relied on a diversified revenue portfolio,” the WNIP notes.
They’ve been able to build that diversified portfolio thanks to a deep knowledge of their audience, and they use that to improve retention, create relevant content, and drive ad partnerships and sponsorships, the article continues.
Here’s the thing about niche: It’s not about “small” but rather about power. Allrecipes is proof of that, with its multi-million strong readership. Niche is more about the editorial mission, keeping that tightly focused so that it finds its way into the hands of the people who most want your content — in whatever forms that may take.
It’s a big world out there, folks. Finding your niche is more important than ever. And creating an editorial mission that delivers to that niche alone is the one thing that will help you innovate, diversify and thrive no matter what the weather.