nitchCraft: Talking personal style and personal relationships with The Refinery

Today things are getting stylish here at the nitchblog. I had the chance to chat with Wendy Woods of The Refinery, a creative image consulting company that helps real women find clothing and accessories that enhance their personal style and are practical for their daily lives. But more than an image consultant, Wendy has become a media guru in her own right, using numerous tools to help spread word about her business and educate her clients (and potential clients). I’m really excited to share some of what this non-traditional media business has done in the...

It’s time for the magazine industry to realize digital is an asset, not an adversary

When the news came down the pipes this week that Conde Nast was shutting down four of its magazine publications, I’m not sure that “shock” was a word many people associated with the announcement.  Sure, Conde Nast is a huge company and would theoretically be able to weather the storm longer than most, but the reality is this is just another example of how magazine, as a medium, is now almost completely unsustainable in its current form. Looks like it's back to Kraft Dinner for me.... However, as was pointed out in a great article in Mashable this...

nitchCraft: Having a coffee for the Kids with DailyChallenge.org and Pay it Backwards Day

Tomorrow is a very important day across the province of Ontario so I would be remiss if I didn’t feature my Darius Bashar of DailyChallenge.org who will be presenting Pay it Backwards Day tomorrow, September 30.  Wednesday only, any time you walk into a Second Cup and buy a coffee (or anything) for the person behind you in line, $5 will be donated to Sick Kids Hospital.  I think this is just amazing, but rather than make the intro a spoiler, let’s allow the interview to do the talking as we learn more about this great event and all that’s going on...

nitchCraft: Travelling the world and bringing a loyal audience along, with Journeywoman

Today nitchCraft features its first non-video content site.  This distinction goes to a blog that serves as a written content resource several thousand pages strong, frequented by hundreds of thousands of women looking to travel smarter.  Journeywoman.com was started by the intrepid Evelyn Hannon waaay back in a little decade called the 90s and it continues to grow today with the help of one of our new friends, twitter, and a continued commitment to respecting her loyal audience.  Without further ado, I give you, Journeywoman. Brand: Journeywoman Key Mediums: Blog...

nitchCraft: Lesbian online dating and some digital strategy on the side with Seeking Simone

In this installment, nitchCraft switches gears from beer-swilling hockey card nuts to… well… lesbians.  Today we’re talking to the co-creators of the now-internationally renowned web series for the lesbian community, Seeking Simone.  In an exciting twist, Simone (the star of the show if you couldn’t put that together) is actually played by co-creator, Renée Olbert.  Along with her creative cohort, Rosemary Rowe, they’re going to give us insights into engaging an under-served niche with new technology.  Let’s get to it! Brand:...

nitchCraft has a beer on the couch with the boys from “The Hockey Card Show”

In our inaugural edition, nitchCraft takes a look at The Hockey Card Show, an Ontario-based podcast that dives into one of my favourite childhood past times.  I learned about them through their active presence on twitter and had the chance to pick the brains of the hosts of the show, Justin (the creator) and Darrin (the comic relief).  I’d encourage everyone who loves or once loved hockey cards or even hockey to check out the show, and of course, read the interview below (which might be the least G-Rated content in the history of the blog!). Brand: The Hockey...

Introducing nitchCraft: Exploring how entrepreneurs connect with niche audiences through media and content

It’s an exciting day today at the nitchblog as I’m introducing a new feature this week that I’m calling ‘nitchCraft’.  Personally, I think it’s a clever title, but the jury’s still out! The idea behind this series is to explore the “craft” of niche as it relates to content in the digital and social media spaces.  To do this, I’ll be conducting (hopefully) fun and (potentially) informative interviews with a diverse collection of business owners, content creators and entrepreneurs who are using the interwebs to...

The Spoke Theory: To drive an audience, every marketing wheel needs a “hub”

A lot of the time, I’m a pretty big nerd.  I’m also, at times, a relentless critic.  One of my favourite past times that unites both of these truths about my personality is wandering around and critiquing the marketing tactics of the many thousands of businesses that advertise in one form or another around downtown Toronto.  From bands that flyer telephone poles all the way through to the monstrous concoctions erected in Dundas Square – I’m not picky.  I just really like to try and get into the marketer’s head. That said, in my aimless...

Digital content brings out our creative best – why can’t digital content business models?

I’ve been frustrated lately.  Over the last month I’ve sat on 3 panels filled with incredibly creative professionals.  I’ve traveled back and forth across the country meeting with some of the biggest players in digital in Canada and some of the coolest niche brands you may never have heard of.  I’ve worked as an industry analyst for two different industry funds, reviewing project concepts from some of the top digital concept producers in Canada.  Still, in the midst of all this incredible inspiration, at times, it’s been a frustrating...