OLD Media Moves

The increase in niche business journalism

July 24, 2009

Frank Washkuch of PRWeek writes Friday about how the decrease in size of the big business magazines and other business publications has resulted in niche business journalism sites and publications.

Washkuch writes, “The transition to a more niche business journalism environment mirrors developments in the general interest consumer press –– both, after all, are largely dependent on the same advertiser- and subscription-based business model. While many of the major journalism institutions that once dominated the general interest news cycle are cutting back on reporters, editors, and producers, smaller outlets are stepping into the void, sometimes gaining influence by default.Â

“Agencies are responding by reaching business readers in new ways, such as according to generational preferences, said Jane Mazur, EVP and director of media relations at Ogilvy PR Worldwide.

“‘If you’re talking about people 45-plus and 35-plus, they are still looking at these magazines cover to cover, but when you come to millennials and Generation Y, they’re more into Google Search and they have specific needs,’ she said. ‘And so it’s really about the topics and not the outlets that matter as much.'”

Read more here.

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