Hollis Thomases explains the benefits of niche media planning in ClickZ article How Niche Media Planning Might Be Better for Your Advertiser, such as:
"Despite often having an edge over the bigger publishers when it comes to targeted content and unique audience attraction, niche sites still tend to work harder to get your advertising business...mainly because they are off the radar of a lot of media and measurement tools. From them, the planners and buyers get better service and response times, better rates, more campaign flexibility, and shared research. From their site's niche focus, the advertiser gets lifts in unique visitors, better or more control over content opportunities and cross media platform offers, and hopefully better campaign achievement (or equal at perhaps less cost or in less time)."
Hollis proves the value of niche advertising. How to find those niches?