Content verticals and franchisesSubscribe to Updates Targeting a narrow audience with niche (or “vertical”) content can open doors to building loyal — and potentially paying — readers. Producing vertical content and building franchises (or sub-brands) requires deep subject-matter expertise, specific audience development approaches and a holistic mini-publisher (or general management) perspective. Doing this well demands even more thorough understanding of what your target audience wants and needs.
Big Picture A primer on content verticals and franchises
Production of quality niche content that consistently reaches the right audience is a powerful, valuable opportunity for a news organization. Done right, verticals and franchises can grow a new audience, increase engagement among existing audiences and cultivate paying supporters.