Coined: Nichebusters

Erick Schonfeld has coined a great new term: Nichebusters.

...media companies will need to shift away from creating a few blockbusters every year, and instead try to create hundreds of nichebusters. Admittedly, this will be a big challenge. But if they do it right, media companies could actually reach more people and create deeper connections to many different audiences than they do today. Because for every blockbuster today there are at least three or four flops. That's often what happens when you try to appeal to everyone with generic, mass-market drivel: you end up pleasing no one.

Yep. Small is the new big. More from Chris Anderson.

via: Stowe

technorati tags: smallisthenewbig, nichebusters, marketing