CJR: Small Sites Should Focus on Loyalty, Not 'Shareable' Content

Since the demise of Life, magazine publishers began focusing less on mass audiences. Special-interest magazines, whose content focused on limited subjects and whose advertising rates were lower, were more appealing to advertisers.

While some of today’s digital giants like Gawker still focus on narrow audiences, others like BuzzFeed leverage mass audiences with great success. But according to a recent report by the Columbia Journalism Review, startups aiming for a broad audience may find that the strategy doesn’t pay off in the long run.

Research by Nielsen