The Deep Niche  

The deep niche--the rolling 'interest tribe' comprised of that day's enthusiastic, new audience--is something that publishers must acknowledge, and accommodate in our business plans, if we are to sustain ourselves. The Web is not merely a threat to publishers--it can also be the means to connect to the people we most want to reach: the interested reader.

Jensen, Michael. Journal of Electronic Publishing (2007). Articles>Publishing>Research>Online