Niche publications serving specific demographics, like gays, seniors or Koreans, can make a lot of sense. But not every niche is the same.
“Your customers want respect, acceptance, and integrity,” says Larkin. “Advertising has to ring true for it to be effective.”
In selling to niche audiences, Larkin advises publishers to brutally assess their own strengths. The only publications that should get the business are those that better serve niche needs than competitors. A tougher question: Would they refer their own friends to a niche business?