Why Niche New Media Is the Future for Brands
I've coined a new theory of the Internet in 2025.
It’s the basis for my new company.
I call it the "Boutique Impact" Theory.
Five years ago, audience was king. Make content, build audience, profit. I know this firsthand. I served 7,000+ Write of Passage and Second Brain students, many of whom wanted to build an audience. Most people sharing on the... See more
It’s the basis for my new company.
I call it the "Boutique Impact" Theory.
Five years ago, audience was king. Make content, build audience, profit. I know this firsthand. I served 7,000+ Write of Passage and Second Brain students, many of whom wanted to build an audience. Most people sharing on the... See more
Will Mannon • Will Mannon on Substack
A niche brand is beloved but lesser known. These brands serve the needs of a small group, meeting a problem with a solution that inspires loyalty, passion, and motivation. Companies like Tesla, Barstool Sports, Rimowa, Daily Harvest, Lululemon, and Rapha are niche brands. The business models could not be more different.
Web Smith • Member Brief: The TCG Timeline
We are moving more and more into a world where, because of the internet, we don’t need to be heard by millions of people in order to make an impact. Instead, we can create and discover niche communities that are hyper-specific to our interests—and in some cases, we’re even willing to pay for access.