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Re: RE: Link correction

Fraser Elliott (FElliott@beap.com)
2/16/1999 1:59:00 PM 

In my opinion,  a niche channel is one that a) appeals to a specific =
interest rather than satisfying several interests with diverse programming,=
 and b)  most likely caters to an audience too small to be reliably =
measured under current methodology.  Also, think about what happened to =
the radio industry 40, 50 years ago.  With the advent of TV, radio's =
audience started shrinking.  They couldn't compete with each other all =
selling the same  something-for-everyone programming but they realized if =
they appealed to specific audiences they could compete better.  Along came =
formats.  Niche radio programming of a sort.  I think some of the same =
thing is happening in TV today.  The resources required to launch a =
competitive network selling a broad audience are staggering, but launching =
one that appeals to narrow interests takes less and puts them on a =
different field, a field more appealing to "niche" advertisers.  Given the =
current state of broadcast audience delivery research methodology, I am =
not willing to put many niche channels on a media buy for an advertisier =
seeking a relatively general audience becuase I can't verify the delivery. =
 In this case I distinguish between a channel like Comedy Central, which =
is niche-programmed to a degree but has measurable audience, and a channel =
like HGTV or Speedvision.  If I had a client selling performance auto =
parts, I would certainly consider Speedvision and I'd look at it more like =
a magazine buy.  I'd have to make sure that my spot density gave me a =
reasonable chance of reaching a critical portion of the network's audience =
and then make sure that made sense from a cost standpoint.  So without =
specific audience DELIVERY information, and subscriber count info isn't =
good enough, I think it comes down to how "vertical" the needs of the =
advertiser are.  You use the niche networks as a way to home in on =
specific portions of your cutomer base without wasting lots of delivery on =
people you're not interested in.  I'd love to read about more scientific =
ways of analyzing and purchasing these networks but until then, for most =
advertisers I work with, I consider them the same way I'd consider =
unaudited/unmeasured magazines on a magazine plan:  As a secondary =
interest, if I've satisfied the core needs of the plan and I'm looking to =
richen the plan and add some value without spending a lot of money, I'll =
consider the unmeasured or unaudited books.=20


>> Micheal Bispo  02/16 1:09 PM >>>
MediaPlanning@mail.telmar.com writes:
By niche channels i mean channels which appeal to a small audience.  The
channels can be regarded niche based on the genre of  programming.
I would be thankful if you could give me any information on thus.

There has been a increased number of specialty channels in the Canadian
marketplace over the past two years (ie, The Cartoon Channel, The Golf
Channel, Home and Garden Television, etc).

You can find a number of articles on this topic by going to
www.strategymag.com and using their online search.  Strategy is a biweekly
in Canada that covers the advertising industry here, and their website is
pretty comprehensive.

Good Luck!

Micheal Bispo
Media Planner/Buyer
MaxxMedia Inc.
Toronto, Ont, Canada


Visit http://www.amic.com, the hot site for media professionals.
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