It’s nice when you can hear someout out in the trenches confirm the ideas bouncing around in your head like a ball-bearing tickling the sides of spraypaint can.  I just had one of those experiences reading Steve Rubel’s post, “Three Ways to Ride the Long Tail”.  The crux of Steve’s points relates to the power of niches:

Reach metrics are the currency of the advertising community. We’re obsessed with eyeballs, gross ratings points and page views. But in a Long Tail world, reach has entirely new meaning. Many niche sites, for example, can’t hold a candle to the traffic at the head of the media curve. However, what they do have going for them is credibility.

Micro Persuasion: Three Ways to Ride the Long Tail

I could show you slides from my pitch to correlate, but that would just bore you ;)  Steve makes three good points:

• Rethink Reach
• Fund Niches
• Demand More From Media

I definitely recommend it - especially if you’re curious about just what SocialRoots does.