A resource for news innovators to learn, plan & do.

Content verticals and franchises

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.

3 min
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