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Small Is Getting Bigger

(April 26, 2005) - The Online Publishers Association (OPA) Newsletter and Job Board and WorkingJournalist.com are two fine examples of niche precision. A tightly targeted professional audience makes marketing straightforward, content development cost-effective, audience acquisition cheaper and growth understandable. It's really all about audiences.

When Google's quarterly sales eclipse the combined revenue of the New York Times, the third-largest U.S. newspaper company and Dow Jones, publisher of the Wall Street Journal, the market has shifted. This is no longer a prediction about the future, it's a description of the present.

The technology makes small audiences affordable. Google's business model makes small audiences profitable (targeted, easy to acquire ads). The new trend towards "vertical search" (indeed.com, simplyhired, workzoo etc.) is just another example. 

The times are changing faster than they seem. Blogs, with their easy syndication and inherent one person business model, are the perfect tool for the next phase. They're going to transform organizations, the media and government.

It's time to start yours.

John Sumser

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