Niche networks make a lot of sense, given that local media sites are often under-delivering; site reach similar audiences; and many blogs and sites really aren’t equipped to sell advertising. The newest niche network is the Voice Local Network, which is being rolled out by Village Voice Media, the publisher of 15 alternative weeklies (per AdWeek).
Among partners being initially rolled out in New York are Curbed.com, a real estate blog; Eater.com, a foodie site; and Racked.com, a shopping site. Other sites in the network include Wolfgangsvault.com, a vintage music hub; checkoutmyink.com, a tattoo site; and Likeme.net, an entertainment recommendation site.
The Voice says it will work to extend its historical relationship with 12,000 advertisers in New York to these sites. Eventually, it hopes to add other “like-minded” sites and add additional markets.