Niche marketing is where a business concentrates all marketing efforts on a small but specific and well defined segment of the population. Niches do not 'exist' but are 'created' by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms, and developing and delivering goods or services to satisfy them. For example, sports channels like ESPN target a niche of sports lovers.
Having a magazine in the niche market can be potentially very good for a company, depending on the demographic you are targeting. If you are targeting an audience which is already catered for by many other magazines, such as fishing for example, it is unlikely that your new magazine would draw the more popular fishing magazine's audience because their needs are already fulfilled. However, if you cater to the correct target audience, you could be almost guaranteed an audience which will continually purchase your magazine; since the sales are guaranteed it allows you to continue with the magazine comfortably and possibly make a steady profit; and importantly you gain the liberty to charge almost anything for your product, if the price is reasonable the customer may be willing to pay many times the price of a popular broadcast magazine for their needs to be fulfilled.
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