It’s a particularly interesting take because it seems that the new approach lead to significant increases in circulation.

Yes. I think hyperlocal blogs run by the couple down the street are artisanal, but I think newspaper Web sites can be artisanal, too, by having a wide variety of heavily niched blogs.

I’d expand it to the print, too. I think print deals with the niche economy by making individual stories relevant to niches. I see is almost the way sports reporting is … Sports stories are written for people highly interested in that topic — not for the mass audience. Someone like me might not understand the story that well but the highly interested readers do.

It’s those highly interesed readers we really want.

– Gina