‘Long Tail’ May be Great for Publishing, but Not for Printing. . .Unless Printers Act to Make It Otherwise
The “long tail” is creeping into the things that we do and the way we look at business practice. For example, magazines have always touted their circulation and readership, broadcasters have referenced the reach they have with audiences. In a “long tail” world, targeting to very narrow audiences is all the more possible, and all the more essential. Micro-niches aren’t “sexy” from an advertising perspective, and they challenge implementation tactics and budgets. We should remember, however, that the ultimate small niche marketing is the traditional one-person/one-client sales call. If sales people have been tailoring their pitches to customers based on the unique requirements of that specific client, then the question is how to multiply that capability with other communications methods.
- People:
- Christopher Anderson