False choices

The pivot to paid is, in most ways, a positive development in the search for sustainable media models. That’s not to say ad-dependent media is dead, not by a long shot. But too often in the excitement around subs the attention goes to acquisition vs retention. And the latter is where the true health of a subscriptions business is gauged.

Most lists of tips you can find about growing a publication or micro-media and finding “1000 true fans” will say at some point “find your niche,” “you need a niche,” “it’s important to know what your niche is,” or some variation. Which seems to lead to a similar conclusion as generalists: that more and more people value a multi-domain “hyphenated” ... See more