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.


  • 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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