Weblog:   How Digital Production & Distribution Are Making Things Worse For Musicians, Not Better
Subject:   Visibility
Date:   2006-02-06 19:38:02
From:   ssnyder
Response to: Visibility

One interesting place it points us is to an old marketing stand-by of creating and dominating thin vertical markets. Find a small market that you can be the big cheese in, then move from there into adjoining markets, growing your share as you go.

Music does have vertical markets, but they are fairly wide, and the marketing dollars required to reach wide markets are huge. Smaller markets are less expensive to reach, and give you a larger conversion ratio from ad to sale.

Would lots of niche, vertical markets create room for everyone to make money, and more specifically meet the needs of the music consumer? It's an interesting idea...