Article summary: Peter Gombert

In Honours blog on August 6, 2009 at 6:12 am

Gombert, Peter. “Get more relevant with niche media”, iMEDIA CONNECTION, 2008

Advertising, according to Gombert is only going to get more niche. A good reason for media producers to get niche, hey?
“Media fragmentation and the shifting of ad dollars from mainstream media like television, newspapers and radio to online channels had disrupted the industry — or so it seemed.” (pg. 1)

“Targeted niche media that reach fewer but more relevant consumers combined with creative approaches beyond traditional mainstream media and the most popular online web properties will be the hallmarks of successful advertising campaigns in 2008. People have been touting this for some time now, but for 2008, small truly is the “new big.”” (pg. 1)


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