Why Niche New Media Is the Future for Brands

"There's more opportunity in niche communities. There are the tools for their communities to support them and buy things from them. Plus, now you've got advertisers seeing the value and pouring money into those communities."

The media’s status quo is accelerating towards disruption. We’re seeing the development of new media brands (micro-labels) on platforms and services, the prioritization of talent as a core business pillar by media companies and the shifting business models moving from content direct to creator direct.

As the balance of power has shifted from mass broadcast and print media to niche and social, and as brands increasingly focus on direct-to-consumer relationships and need to cultivate real, organic communities to thrive, it’s audiences like Hodinkee’s that they should become closest with.