Traditional mass marketing segments audiences. If you’re a conglomerate that sells clothing, you open different brand name storefronts to serve each different demographic. If you’re a restaurant conglommerate, you open different brand name restaurant chains to serve different taste in food.
Media companies are mistakenly using that same mass marketing mentality online, even though online isn’t really a mass medium.
I’ve recently heard from many media companies who are planning to launch local niche sites about for brides, mothers, Hispanics, tourists, car fanatics, young professionals, etc. Separate sites for separate demographic audiences. These companies might have good intentions, but if you’re a Hispanic mother, must you jump between two sites? If you’re a young professional Hispanic woman who’s getting married, must you jump among three sites? And if you’re managing those media companies, do you really want to have all those separate sites which you must register, build, operate, and market?
Why not instead just operate a single site whose contents dynamically match each user’s own needs? Why send the users to one or more sites to match their needs when your one site should instead match their needs? Why make them jump when you can satisfy them on the spot?
The Hispanic mother will see her culture’s content plus stories for moms. The young professional Hispanic woman who’s getting married will see content reflecting her culture, age, profession, and marital intent. This would be less wasteful for both the user and the media company.