Niche magazines blossoming - VietSalon

Filed in archive Global Economy on August 26, 2006

BtoB reports on niche publications that go super niche:

Seeing an opportunity to take advantage of occupational and demographic changes, some b-to-b media companies are producing niche foreign-language publications for the U.S. market.

The latest entry into the field: Bobit Business Media's VietSALON. The publication, aimed at the growing number of U.S. nail salons operated by Vietnamese immigrants, was introduced in February as a quarterly with plans to go bimonthly in 2007. The initial circulation is 30,000, with a 50/50 ad-to-edit ratio.

While there are tough challenges in producing foreign-language trade titles-including the installation of new software to translate text and hiring full-time editors fluent in the language and the culture of target subscribers-publishers may soon find it difficult to ignore demographic changes within their markets.

Creative Weblogging is also founded on the idea that community are better served with niche content. But even we would not dare to target Vietnamese Nail Salons in the US written in Vietnamese. I'm amazed that Bobit Business Media has no qualms hunting down such a niche target group.

There are many more niches than I thougt out there...