Niche journalism is also called “narrowcasting.” A niche journalist creates informative, educational, and entertaining content for a smaller audience. The concept of niche journalism developed because of a massive shift from mass to personalized content fuelled by the fast development of social networks and information and communication technologies (ICTs).
Interest in personalized over mass content drove news companies and publications to devise strategies to increase their income and retain their relevance. Niche journalism was one such strategy, which publishers could use to create valuable content for small groups of individuals.
Niche journalism helped publications say alive and thrive. However, niche journalists cater only to small sections of society. Unlike traditional journalists, they are not interested in reaching the masses.
Let us now look at a few examples of popular niches and sub-niches:
Bitcoin – When journalists began reporting news about Bitcoin and other cryptocurrencies, they were catering to the needs of a very small section of society. Not many people were aware of blockchain technology, Bitcoin, and cryptocurrencies a decade ago.
But today, many are aware and the niche is widening. Content related to cryptocurrencies is now being consumed by a large number of people, and that number continues to rise.
Sports – The biggest niche in the world is sports. It is so huge that writers, bloggers, vloggers, and journalists have carved sub-niches out of it. Some good examples of sports niches are Mixed Martial Arts (MMA), sports regulations, cricket, football, hockey, sports betting, and many more.
If you are interested in writing or creating podcasts or videos, you can choose any niche that you are interested in. People are writing exclusively about personal finance, movies, food, crime, going green, distance education, and many other niches. To write about something, you need to be passionate about it. Also, you need to be an expert in your chosen niche. You are sure to find an audience in no time.
Traditional Journalism vs. Niche Journalism
While traditional journalism as we know it has been around for centuries, niche journalism is a new trend that is capturing the interest and attention of a lot of people. The Internet was chiefly responsible for the birth, development, and growth of niche journalism.
However, traditional journalism is showing no signs of dying. Despite the availability of sports and entertainment channels and websites, people are still consuming the news as they used to before. While traditional journalism aims to reach as many people as possible (the masses), niche journalism targets only small sections of the population, groups of people interested in the niche.
Traditional journalism, however, has taken advantage of all the factors responsible for the growth of niche journalism. As a result, we see news companies presenting and updating news in creative ways such as podcasts, article directories, blogs, vlogs, social networks, messaging apps, and others.
While traditional journalism feeds the masses with anything considered newsworthy, niche journalists don’t burden their audience with information they don’t want.
Niche Journalism – Something More than Just Reporting
Traditional journalism is slowly but surely realizing the benefits of niche journalism as an area that requires specialization, customization, and expertise. The idea that journalism is just reporting is fast becoming outdated.
The Internet has caused the world to shrink and brought people together. Today, the news is travelling faster than we ever imagined it would. People are no longer satisfied with news reports. They want in-depth knowledge and analysis—reports that go beyond the news. This is where the niche journalist steps into the picture.
For example, the general public or the masses would be satisfied with a basic report of the workings of the government. But a small section of the population always wants to know more, and the niche journalist caters to this section.
Why Niche Journalism is in Demand
Consider niche publications like Private Islands, Food Chemical News, Good Old Days, Knives Illustrated, among others. They target different audiences and have loyal readers who find the content valuable. They need the information in these publications for their career, business, and job. Therefore, they are willing to pay high subscription fees, enabling these publications to make a profit even with limited readership and no advertisement.
Let us consider the example of Bloomberg News. They cover some news that the masses can access through its website or news aggregators. But the publication makes a profit because of 275,000 clients from different parts of the world including business groups, financial institutions, wealthy individuals, government agencies, and others with strong financial interests. These clients are willing to pay a hefty subscription fee of $18,000 per year to receive specialized content.
As they provide information of value only to small sections of the population, the general public is not even aware of niche publications. For example, Environment & Energy Publishing has six online products presenting interviews with influential figures and analysis of happenings in the field of environment and energy. But they don’t have more than 40,000 readers.
Here are 5 more advantages of niche journalism:
- Higher ROI – As niche journalists target small audiences, their readers are more likely to subscribe. Also, niche publications can save a lot of money on advertising and marketing.
- Loyal Readers – Niche journalists get loyal readers who are more likely to renew their subscriptions. This is because niche journalists give their readers exactly what they want—valuable content that will be of use to them in their lives.
- Less Competition – The world is tough and competitive, but you can beat the competition by simply becoming a niche journalist. Not many would be interested in churning out information on your niche.
- No Advertisements Required – You don’t have to spend money on advertising your niche publication because your loyal customers will do it for you. They will spread information about your publication as they are more likely to come in contact with people interested in the niche. Your readership will grow without you having to sweat over it.
- Fun – You become a niche journalist because you are passionate about something and also because you are an expert in that niche. As you are working on something you love, you are sure to find it fun. Plus, you can make a profit easily because you are the big fish in the small pond.
Final Thoughts
Niche journalism is not only the journalism of today, but it is here to say. We wouldn’t be exaggerating if we say that niche journalism has stopped several publications from going out of business. It serves the purpose of creating communities of like-minded individuals. General reporting is dying a slow but sure death and niche journalism is taking its place.