Greer's OC is a great example of an effective consumer marketing micromedia site. Former fashion columnist Greer Wylder targets her content to, and delivers for her advertisers, a very narrow but lucrative and otherwise difficult to reach audience: upscale shoppers, primarily female, in the Orange County, California area. For Hugh Hewitt to call Greer's OC an advertising revolution and a mortal threat to newspapers isn't off the mark. Newspaper subscriptions are declining. TiVo and XM are killing the value of media advertising. Mega-portals like Yahoo that try to be all things to all people end up being of little value to anyone. People will flock, however, in small but targeted numbers, to sites and media that focus specifically on topics that fascinate them. So what exactly do I mean by "micromedia"? Micromedia is any form of media targeted to an individual or group of individuals that can be can be defined by a set of unique characteristics. It is much narr
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