Techdirt is running a fascinating article by respected tech writer Tom Lee about the future of mass media outlets (the example is NBC) with huge implications for PR. Have a read through. This is essentially why the industry is so buzzing about blog, social networks and niche web outreach, even if it seems small scale.
As Seth Godin also points out, “The more people you reach the more likely it is that you’re reaching the wrong people.”
The point is, is that even if you only do reach 1,000, 10,000 or 100,000 people through niche websites – those people are the ones who are really interested in your product or service. (there are still sites online that reach millions, which mimic mass media in that aspect). Although it is nice to reach those mass media outlets, you don’t necessarily need to reach a million or 10 million people at a time anymore when only a small percentage will care about your product – now you can directly reach those who *do* care.
And the best part is this way, you’re reaching an audience that are experts on your product, tend to be more vocal about it, are more frequent purchasers, etc. It’s a way to connect to your ‘raving fans’.