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Niche or No Niche,Content Is King

Tony Case’s “Triumph of the Niche” [Adweek Magazines’ Special Report, March 4] makes a great case for niche titles and their position in the marketplace, but let’s take a closer look at the titles that folded in 2001. Out of 24 titles, 22 were niche magazines, which begs the question: Does it really matter whether a magazine is a general interest or a niche title, or are we missing the larger picture?

Isn’t the real issue delivering vital editorial and staying ahead of the competition when new titles are launched? What about magazines filling voids, and in some cases, filling voids that no one knew were there? Maximum Golf folded while several golf titles thrived.



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