I also agree, not only are producers understanding the importance of a niche market, society is finally embracing individualism! I would just like to add that the advertising industry has also noted this trend and are catering their campaigns to target the niche markets. Chris Anderson first started to explore niche markets with “The Long Tail” (Anderson, 2004). With 78 per cent of Australians connected to the internet (Internet World Statistics, 2007), online advertising has become a largely influential medium. Advertising agencies are encouraging clients to advertise online, specifically targeting niche markets. Websites are inherently niche; it is assumed people visiting surfingaustralia.com are interested in surfing.
Ideally, people would not see an advertisement which isn’t directly targeted at them. This is what niche advertising hopes to achieve; convergence has helped to make this ideal situation achievable. According to Bill Gates, in five years online advertising will generate $30 billion in revenues (Samuel, 2005, 10). Clearly, by investing time and research into ensuring the correct market is targeted advertisers can also benefit from nouveau niche.
References
Anderson, C. 2004. The Long Tail. Wired. http://www.wired.com/wired/archive/12.10/tail.html?pg=5&topic=tail&topic_set= (Accessed April 1, 2008)
Internet World Statistics. 2007. http://www.internetworldstats.com/pacific.htm (accessed April 19, 2008).
Samuel, G., 2005. Media convergence and the changing face of media regulation. http://www.accc.gov.au/content/item.phtml?itemId=684901&nodeId=0212f46ad15b025ea7430a1b127a988d&fn=20050519%20Henry%20Mayer.pdf (Accessed March 13, 2008)
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