The myth of targeting small, but loyal niche audiences: Double-jeopardy effects in digital-media consumption

Higher attention traditionally has translated into higher advertising revenues for media. With a multitude of options to choose from on the Internet, however, advertisers often are tempted to turn away from outlets with mass appeal toward niche outlets, which often have loyal audiences.

MANAGEMENT SLANT

  • With expanded choices, advertisers are turning toward niche outlets with small but presumably loyal and engaged audiences.
  • The theory of double jeopardy, however, predicts that small audiences are generally disloyal and proposes that to grow engagement, brands need to grow their reach.

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