NONE: ONLINE-ADS>> Overtargeting (Can an audience be /too/ specific?)
ONLINE-ADS>> Overtargeting (Can an audience be /too/ specific?)
Sarah Lauer (sarahbop_at_yahoo.com)
Mon, 16 Nov 1998 13:01:05 -0600 (CST)
Hey all. I've been lurking too long now -- it's time to jump
in...
There's been a lot of talk over the past couple months about
targeting niches. People seem to agree that building content
around target audiences is the best way to lure advertisers.
I'm building a site that definitely sits in a niche. But now
I'm hearing from some media-industry friends (only 1.5,
really) that my market my be too thin, and thus unappealing
to advertisers who aren't pitching specifically to my
particular demographic.
My site is: A resource for businesswomen, helping them
network with one another and showing them how to make online
business work for them. My two main content-animals will be:
1. The nation's largest database of women in business (with
searching assistance by live staff), helping women make
contacts and do business together -- and of course women
will be able to list their own businesses free of charge.
2. A /thorough/ and friendly guide to e-commerce, plus
hand-holding help start to finish for women interested in
setting up an e-commerce-enabled site
I've had ethical objections to my making the site
'gender-exclusive'; I'm not worried about justifying it from
that angle. But what if advertisers have a similar take?: if
they have in mind the 'business market', well that's not
/exactly/ who I'll be able to give them. And maybe if they
are targeting women, it will be with Miracle Bras or
something and they'll want /all/ women. In other words, how
many products/services are there geared specifically toward
businesswomen? And does that question even matter?
What do you think? If I can build traffic with this content,
will advertisers be interested in the audience I can
deliver?
Thanks so much for you input,
Sarah Lauer
sarahla_at_pacbell.net
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