Brand publishers should be hyperfocused on serving specific audience needs

Last week, I wrote about the nine key principles I believe are most important for building successful brand publishing operations.  I received a note from an editor inside a brand about one point I made: That brands should find a niche early on and work hard at owning it. “Brand publishers will set themselves up for success by looking for the unique topics they have both permission to play in and where they can genuinely provide unique value,” I wrote. This exec, who is just starting to build a brand publishing operation, said their biggest frustration is figuring out if it’s better to think broad in terms of the audiences they hope to serve, or instead to go narrow? The question is a common one at companies that believe they have expertise in a wide variety of areas. T