Abstract
There has been much discussion about a shift from general news towards a marketplace of niche. We have examined the business models of 69 journalistic online-only startups in 2011–12 in ten countries operating a sustainable niche. We correlate our findings against Chris Anderson’s long-tail Internet model to explore if it can explain the marketplace of niche journalism. We find that the long tail model goes some way to explain the business model of journalistic content creation. However, it does not allow for the complexities around niche that generate revenues around platforms, selling technology or information on a business-tobusiness basis.
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