The online magazine Slate currently receives about 7 million visitors a month, but according to its editor David Plotz, only about 500,000 of those readers really matter.
â€œUntil now weâ€™ve been selling to the mass audience. Now once you have this abiltity to target you can really target your core audienceâ€¦ This creates strong incentive to create durable journalism,â€ Plotz said. â€œThat one curious reader is worth 50 times the value of the drive-by reader. The person who makes a commitment to your brand, if youâ€™re a quality brandâ€¦.. if you can get those readers, a smaller set of readers, who come to you three or five or 10 times a week, you donâ€™t have to go after that huge other set of readers.â€
This is the philosophy I’ve always held with my own writing; focusing on niches rather than raw numbers. Very few within the PR and journalism industries are embracing the strategy of micro targeting, instead targeting only the Technorati Top 100 blogs. And while yes, it’s nice to be linked on those sites, I’ve found that in most cases they’re adept at sucking up traffic and don’t do much in sending hits your way.