advertisers are increasingly less interested in buying eyeballs by the ton than in focusing on very specific groups of consumers
I’d love to see some actual evidence for this assertion. Especially the “increasingly” bit.
I was going to say the same thing… although I guess we need a definition of “the ton” that we can work with here, no? (Not sure if Gawker is still doing the CPM-per-writer breakdowns, but one of those would be helpful to see just how large a “niche” audience has to be in order to break even these days.)