Here’s an interesting article which focuses on the rise of marketing to niche audiences in music, but is applicable to books and other cultural products. Since Game of Thrones just ended we all have to invoke it in our writing, so here’s mine: GoT stands out as a widely appealing product in a time of niche hits, and I’ve seen a number of articles pointing out that its Sunday audience exceeded Big Bang Theory’s finale numbers. But if you compare live audiences, then BBT beat GoT handily, 13.5 million to 18 million. Live broadcast TV is not quite dead. And where do they compare to series finales of the past? Neither would break the Top 10, which would require an audience of at least 35 million viewers.
But back to the point about niche markets:
Fandom is fragmenting. Streaming personalization and falling radio audiences are combining to rewrite the music marketing rulebook, ushering in a whole new marketing paradigm. Hits used to be cultural moments; artist brands built by traditional mass media. However, this fire-hydrant approach to marketing lacked both accountability and effective targeting. Now, hyper targeting, both in marketing campaigns and streaming recommendations, is creating a new type of hit and a new type of artist. Global fanbases are being built via the accumulation of local niches, while a few big hits for everyone are being replaced by many, smaller hits for individuals. Niche is the new mainstream.
We can see this in commercial fiction. Romance Twitter, as is frequently observed, doesn’t reflect the overall reading trends of the universe of romance readers (compare the waitlists for Mary Balogh at US libraries with the amount of discussion of her works on Romance Twitter, for example). But that doesn’t mean that Romance Twitter darlings don’t sell, and sell well. They just sell across different markets. They may not be Balogh level sales, but they’re healthy and can sustain careers while they’re popular.
The upside is that a lot more authors can break through. The downside is that the cultural space is fragmented and so is the discourse. Being a romance reader doesn’t mean you have the same books and authors in common anymore, at least not with as many people.
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