Welcome To The You-Name-It Zone
Today's nugget of nonsense was a small mention that I saw about a new multimedia company (they shall remain nameless but have developed content for online and television) that has launched a Web site that caters to a certain over-popularized, dramatized and satirized group of ethic Americans.
Forget about who it is -- that is not the point. The thing that caught my eye was the fact that someone out there figured that heritage was a viable target. Interesting.
So, being ever so serious, I checked it out. Now, I am a true believer in "know they audience." I am also a true believer in the value of the micro audience or audiences that I would consider hyper- influential. Example, invitees of TED conferences, academics, volunteers and women.
But where I have a hard time seeing value is in creating audiences that are narrowly defined, but not by an indiscrete variable. For example, athletes. Yes, athletes may share a common interest, but each has their own nuances. Soccer, baseball, swimming and golf. All sports, but brand and advertising viability is vastly different.
Getting back to my multimedia company that has launched this content site targeting Americans of a certain ethnic background -- you are off the mark here. What you should have done is targeted your content to deliver to a more neutral indiscrete variable (like IFC does to independent film buffs) or narrowed yourselves down to a group that is more discrete (NFL Network).
As its stands, the content is modestly appealing; but the value to advertisers and brands will likely remain unattractive.