Riches in Niches, the Voxant Way

There's a great Wall Street Journal article today about Voxant, a company that has found a niche among niches: it distributes news stories - and advertisements - to smaller Web sites, including Donklephant, which is a long-time favorite of mine.

Donklephant is a good example of the kind of niche marketing that I think is likely to be the future of online advertising. As the article explains, half of all web traffic goes to smaller sites, usually sites that are too small even to be measured by the big ratings firms like ComScore or Nielsen. A few thousands, or tens of thousands, can reach specialized audiences.

Advertisers will still chase large audience numbers - as they should; mass advertising and mass audiences aren't about to disappear. But a growing number of advertisers are learning the importance of reaching niche audiences who are really interested in their products. Good for Voxant, playing the facilitator here - and finding a niche of their own.

(Hat tip: MediaPost)

Comments

[Justin Gardner]

And what's even better is Voxant is a really great company, very responsive and very open to ideas from bloggers like me. Even though my site isn't exactly "on the radar" they treat me like I am, and that's incredibly refreshing.

Plus, the money ain't too shabby either. :-)

Thanks for the link!

[Les Blatt]

You're welcome, Justin. For the record, I've been reading Donklephant for a while now - I find it refreshing to find a site that actually tries to hear moderate voices. Glad Voxant is helping!

[Dreama]

I foudn this follow up story to the WSJ story on voxant . . . interesteing.

http://www.nextgreatthing.com/2007/11/01/voxant-giving-riches-to-the-niches/

[Les Blatt]

Interesting link, Dreama. Thanks.