Brands Move Down the Long Tail to Niche Nets

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NEW YORK When Levi Strauss launches a new online campaign next week, its ads will be found in the usual portals such as MSN and Yahoo. But the ads will also find their way to some new environments with names not well-known outside fashionista circles, sites like Kaboodle, SheFinds and Zafu.

Levi’s is relying on a niche ad network distributed by Glam Media for a campaign running on about 200 small fashion sites. While Glam’s 350 sites focus on fashion, other ad networks have popped up to cater to advertisers in niches large and small, from travel and auto enthusiasts to hard-core endurance athletes.

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