EDITOR'S COMMENT: Don't promise the earth, find your niche

What do you do when your product is in a spot of bother? Readers disappearing and then re-appearing on your rival's ABC figures; viewers deserting you in spite your bikini-clad weather girls; advertisers baulking at the editor's taste in Nazi fashion.

What do you do when your product is in a spot of bother? Readers

disappearing and then re-appearing on your rival's ABC figures; viewers

deserting you in spite your bikini-clad weather girls; advertisers

baulking at the editor's taste in Nazi fashion.



According to the experts (see p14), your best bet is to stop pretending

you can deliver the earth and fall back on a good solid niche, targeting

advertisers who want to reach your audience. It's a tried and tested

method.



But beware, even in these days of pinpoint marketing, there are limits

to how small your niche can get. Just ask the crew of 'the only

contemporary, cutting-edge, women's title', also known as the now

defunct Frank.



jonah.bloom@haynet.com.





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