Narrowcasting
Narrowcasting for blog writing is aiming a highly specific blog to a highly specific audience [1]. Blog writing is specifically tailored to the conventions of narrowcasting as opposed to broadcasting. Narrowcasting, broadly defined, limits content to subscription customers, whereas broadcasting refers to content transmitted to and for the general public that is available to the general receiver[2].
A blog's audience functions much like the subscription model in that though blogs are available without subscriptions, the filter of individual interests provide the gateway to content. Blog audiences are inherently fragmented, taking this into consideration when focusing on a blog topic is critical to a blog's success. Though, traditionally, narrowcasting refers to narrowing the audience by narrowing the transmission through means such as subscriptions, i.e. cable television, conventions of narrowcasting should be used when creating content for a blog audience because blog audiences are composed of a highly specific segment of the population. New media functions democratically and the subscription model of old media takes on a new, more interactive meaning with accessing blog content.
How to Narrowcast
- Create a defining characteristic that is uniquely you.
- Identify a gap in information and fill it.
- Establish a new perspective such as journalistic or geographical references.
When to Narrowcast
Writers for digital media should narrowcast when networking with a specific audience[3], educating a specific audience,or when attempting to earn a profit[4].
- Networking with a specific audience
Narrowcasting allows blog writers to gain readers with similar interests. Writing for a group of like-minded individuals will create an ongoing dialog. Narrowcasting allows blog writers to tailor the focus of the conversation centered around their blog which creates a network of interactive followers. Blog readers follow different blogs because they are a part of a unique audience that has been targeted because of similar interests.
- Educating a specific audience
Narrowcasting, as opposed to broadcasting, allows blog writers to target a very specific audience that they wish to educate about a topic.
- Earning a profit
If earning a profit is a goal of a blogger they should understand that contextual advertising works better when a blogger narrowcasts.[5] When blog readers view a blog author as an expert they are more likely to click on an advertisement because they are already apart of a targeted demographic.
The Importance of Narrowcasting
It is important to choose a blog’s topic and audience that is as narrow as possible for several reasons. First, it helps to establish the blog author as an expert on the subject matter[1]. The blogger should consider choosing a topic that they are already familiar with. Also, narrowcasting will garner higher search engine rankings[2]. Narrowcasting encourages strong reader participation[3]. If the blogger is successful and has a high unique visitor count, companies may be interested in paying the blogger to devote part of the site to advertisement space. The product advertised could be geared toward the type of people who are interested in the blog’s topic[4].
Notes
References
- http://www.wisegeek.com/what-is-narrowcasting.htm
- "http://madammayo.blogspot.com/2007/06/gone-to-litblogs-narrowcasting-more.html"
- Albom, Mark. Narrowcasting: The Future of Content Marketing? StudioOne. March 8, 2013. Web. 30, April 2013.
- Gardner, Brian. "Why Niche Blogging is Better than General Blogging." Brian Gardner // Starbucks Addict Since 1974. N.p., 7 Mar. 2012. Web. 30 Apr. 2013.
- Oluwatofealadeadeyefa. Public Service Narrowcasting. Media, Culture, & Society. March 23, 2013. Web. April 30, 2013.