I was thrilled to read this article today. Niche web sites can successfully compete against the titans because the content-creators are typically principals at these small firms and their business model may incorporate cost controls plus other means for revenue that gives them a competitive advantage. In addition, the traffic to a targeted website could arguably be as valuable to an advertiser as a titan with 100 – 1,000 the traffic.
At www.NYCdentist.com we are able to perform and photodocument multi-specialty cosmetic dentistry and get paid for it by the patients receiving the care. We are then able to anonymously publish case studies using this content. Our cost for content creation is therefore very low (no full time staff) and patient revenue supports the small cost of content creation which further increases new patient referrals. This positive feedback loop has profitably created the largest free dental content web business worldwide for over ten years. We also agree with this article that our traffic is steadily growing to a rate of 200,000 targeted monthly visitors for February 2009.
Roll-ups are expected in several more years. It will take that long for the titans to really understand this business model.
Categorised in: Dr. Dorfman on WSJ.com
This post was written by Dr. Jeffrey Dorfman