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Plus Report - By Thomas Baekdal - December 2021

Niches are the future of media, but a niche may not be what you think it is

When we look at the media trends, we see that niches are dominating media success stories. Almost every successful media focus is either a niche, or is including niche-like elements as part of why they are growing the way they are.

However, this is also slightly misleading because niches are not really what you think they are. When you hear the word niche, most people think about it as something that is small, narrow, and with a limited audience. And yes, that is also a niche. But the definition of a niche is far more complex.

For instance, did you know that Facebook is becoming a niche? That all the new things New York Times is doing are niches? And that the reason why people subscribe to Disney+ is because of its niche elements?

No? Well, then let's talk about this.

A niche is about your audience

One of the reasons why niches have a bad reputation in the world of traditional media is because many think about it as the opposite of normal journalism.

For instance, I was having a discussion about the importance of a niche with a media executive for a large newspaper, and he said: "But then we wouldn't be able to cover the news." The idea being that, becoming a niche takes away your focus and your scope as a newspaper, leaving you only to cover a specific topic.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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