I’ve been busy updating all things nitch* lately to give it a fresh new look and hope that everyone likes what they see.  But in the meantime, I would be remiss if I didn’t mention that I’ve applied to present a panel at the upcoming North by Northeast Interactive conference (#NXNEi).  My panel is called “Content, Storytelling and the future of digital brand engagement”.  Those who’ve read the blog before shouldn’t be strangers to my strong views on the value of content in the new economy of media and if this panel is selected, I’ll be pulling together a lineup of some of the smartest (as well as some of the most disruptive) folks in town to put on a great show on the NXNEi stage this coming June.  I was shocked to see that there isn’t another panel tackling a subject even close to this, so if it interests you at all, it seems I’m the only game in town!

So if it’s not too much trouble, take a look and throw me a vote of three! I’d really appreciate your support, and come June, I promise the panel won’t disappoint!

Oh, and if you don’t like the panel or have any thoughts to add, please leave a comment, either here or on the panel picker page itself…

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But as the digital space evolves, in our YouTube age, content business models have fallen behind in the massive boom of both content production and consumption.  And it’s impossible not to notice.  From the controversial “Free” by Wired Editor Chris Anderson, which makes content’s decreasing value one of its core arguments (to sell the content that is the book itself ) to the stats we’re inundated with on a daily basis, telling us 80% of North American consumers won’t pay for online offerings from newspapers and magazines, content has become the proverbial red-headed step child of the new creative economy.  At least for now.

More of a tactic than a business model

While Rupert Murdoch is being widely panned for charging pennies for access to his papers (which I fully support, given its value and cost of production) many are looking for other ways to re-establish revenue models for content.  The key to this, as was noted in a fabulous recent article by Fred Davis on PaidContent.org, is that we need to find ways to monetize access, not ownership.  All consumer evidence seems to be pointing to a world where on demand, real-time streaming content is going to be the dominant method for consumption, but it’s such a rapidly evolving phenomenon that the business models haven’t caught up.  People don’t want to buy a paper or a DVD, they want digital information served to them, on the fly, wherever they are.  And as younger generations grow into the consumers of tomorrow, the desire for tangible ownership will only decrease.

So to Davis’ point, we need to create models wherein we can engage with audiences in new and more meaningful ways so that the physical ownership of the content becomes irrelevant to the business model.  Easier said that done, but a step in the right direction.   This is a challenge that user-generated content sites like Twitter and Facebook are grappling with right now with highly engaged audiences ranking in the tens and hundreds of millions, respectively.  That said, each company is valued at over $1billion and highly capitalized from the world’s top investors – so there must be some folks who have confidence in us cracking that nut!

If television found a way to so effectively monetize a static box that people spent a few hours a day with, imagine the possibilities for us to monetize a real-time feed of educational, informational and entertaining content, available to consumers on demand?!

The very nature of content is simply evolving too rapidly at the moment and needs a little time to figure out how to reinvent the business aspect of its delivery and consumption.  All I ask is, don’t give up on your king just yet.

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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 media space to great effect – so let’s get right to it.

Brand: The Refinery
Key Mediums: Web portal, e-news blasts, twitter – @THE_REFINERY, facebook, YouTube
URL: http://www.therefinery.ca/
Niche: “Real women” looking to enhance their personal style

Click here to view the embedded video.

nitch*: You’re a one woman shop so getting started must’ve taken some nerve, but what was the inspiration for your business, The Refinery?

Wendy Woods: I always knew I wanted to be an entrepreneur – it runs in my family. I was looking for a way to use my skills for guiding people and I needed a creative outlet.  When I was working at IBM I stumbled upon the image consulting certificate at George Brown by fluke.  Now I’m using my skills to help women realize that they too can feel confident everyday.  The fashion industry can be intimidating, I bridge the gap between fashion and practicality.

nitch*: It’s important to have that unique positioning and it seems you’ve been able to clearly articulate that. With a strategy in mind, what were your goals when you set up your website at therefinery.ca?

WW: My goal was to have a site that looks clean, and elegant with a touch of playfulness.  I love information, so it is important to me any site, including my own, is easy to navigate and access this information. It’s also important that I have the capability to update content at a moment’s notice.

nitch*: Great point about content management, and it seems that you just keep adding more info – so kudos! How involved were you in the creation of the site?  How involved are you today?  Would you have any tips for small business owners looking to create a presence online?

WW: I built, and continue to maintain, THE REFINERY site on my own.  I was looking into CMS so that I could update on my own afterwards when my brother showed me a program for Mac that helped you to build your own site.  I started fiddling around with it, and 4 months later I launched the site.  I am by no means an expert, but I feel a huge sense of accomplishment around THE REFINERY web project. I am also fortunate to have a significant other who is a copywriter so I had a lot of support writing content.

nitch*: It’s definitely true we all need support sometimes, but congrats on succeeding with the DIY approach. How long did it take you to feel as though you started to achieve some of those goals?  What was that process like?

WW: As I mentioned it took 4 months until I launched the main outline of the site.  I am an ideas person, so I’ve always got new ideas on how to improve things it just takes time to get them all done! Recently I figured out how to edit the CSS code for the menu fonts.  I was thrilled about that!  I’ve got a few more things I’m working on for this site for additional pages, and I would really like to increase my SEO. Does building a website ever really end?

nitch*: If you’re doing a good job with the site, it definitely shouldn’t! Did you launch the website with your “REFINED” email newsletter in place?  How did that evolve?  What was your rationale for creating that content?

WW: REFINED, like everything I do, is an evolution.  It started as a basic newsletter before I even had a domain.  It’s a way to help clients with small tips, and to engage potential clients.  The newsletters started much longer, but now they are quick tips. I like things that are quick and easy and entertaining to read, so I try to give my clients the same.  I create content for REFINED. from whatever moves me.  Sometimes it’s an interaction with a client, sometimes it’s a tip that comes from a friend, sometimes it’s something I’ve recently learned, sometimes it’s a social trend at the moment, it really just depends!

nitch*: Building on the educational piece of your business, you’ve also recently launched the YouTube Channel, REFINED.tv. What was the motivation for getting this video content (and your face) out there?

WW: It’s important to me that people understand who I am and what I’m about. There is an image that the fashion industry is intimidating and that people will be mean to you. I want to show people that they can talk about fashion and style in an open and comfortable environment, and have fun with things! Also, I love to talk, so this is a great medium for me to express my ideas! People love the videos because they are more interactive than writing, and they can easily follow along with the tips.

Wendy brings her own personality to her business

nitch*: It seems you’ve definitely nailed the strong points of the medium. But you didn’t stop there with the content – what was your rationale for including a list of recommended reading on the site?

WW: I love to share information, and help people whenever I can. If I like something I recommend it. There is also something very personal about the books you enjoy.  They say a lot about you.  If you’re interested in the same books as another person you feel an instant connection with them – you have some common ground.

nitch*: Really great points about connecting with people on that level. Further to those connections, it seems that your business would do a lot of its marketing through word of mouth. How does that translate into your social media strategy?

WW: Yes, most of my marketing is through word of mouth.  How does that translate into social media… hmmm… perhaps you can help me with that! When it comes to business I go with my gut for everything, so I guess that’s my strategy. I’ve joined a mastermind group that started in September where my goal is to set out a more concrete business strategy.

nitch*: I hope that’s moving along well with you, but when your business is one-on-one in nature, going with your gut often leads you to people who are a joy to work with! That said, what has the response to your business been like on twitter?  Have you run any formal or informal promotions through it?  Have you seen any changes in your business/opportunities as a result?

WW: I love to meet new people, and therefore I LOVE TWITTER! Thus far most of the connections I’ve made have been PR oriented.  I’m beginning to build client relationships online with the goal of developing them more fully this Fall.

nitch*: Best of luck with making those business connections! One fun one to close out: You’ve visited my website (I hope).  A little free advice here – is orange “my colour”??

WW: Can’t really tell from your picture if orange is truly one of your best colours to wear, but from the standpoint of the subconscious message you are sending, I think it’s a good choice.  Orange is a playful colour, which you definitely seem to be. To quote the pantone book (on my book list) “[Orange] is perceived as a color that shouldn’t be taken too seriously; a dramatic exclamation point generally preferred by the extroverted personality”. Interesting that you chose to juxtipose playful orange with powerful, and elegant, black.  I’m guessing you like extremes – that or you really like Hallowe’en!

nitch*: For the record, I do in fact love Hallowe’en and when Wendy and I did meet in person, she confirmed that I can pull off the orange. Such a relief! Thanks Wendy!

***

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Looks like it's back to Kraft Dinner for me....

However, as was pointed out in a great article in Mashable this week, there is hope, but some lessons need to be learned first.  The music industry started weathering this storm years ago and now print and broadcast mediums are hitting the same wall.  But what’s important here is that there is hope.  It’s just going to require the  medium to think more critically about what their value is to their audiences, and how they can use the growing opportunities of the digital space to leverage that value.  We’re talking about long-established and trusted brands here that have targeted and (although declining) loyal audiences.  With digital platforms enabling more cost-effective delivery models, opportunities to create more engaging content, and the ability to hyper-target that content to the individual, their specific lifestyle and location, why shouldn’t these long-established and trusted brands be able to find new ways to thrive?

The magazine industry needs to realize what they’ve created are lifestyle brands, and not simply a collection of articles, photos and perfume samples.  Due to the longer release cycles of magazines, they have the opportunity to completely distance themselves from the blog world and it’s free content model and differentiate themselves significantly from what people currently think of as a “magazine”.

Let’s say you’re Modern Bride.  Aren’t there literally dozens of opportunities to augment your written content with digital tools to help with the process of planning an elegant wedding using web and mobile-based applications?  Wouldn’t a mag like Good Housekeeping translate very naturally to a trusted smartphone app to help busy homemakers?  Shouldn’t this brand be able to leverage its trust to create a branded application to know what’s in their subscribers fridge, and what they need to pick up at the store on the way home to make a quick, easy dinner, completely catered to their family?  In both instances, imagine the level of customization that would be possible once magazines start to think of themselves as targeted, transmedia lifestyle content – and not just a collection of glossy pages.  With the trust these brands have built, they would have an unprecedented opportunity to learn everything about their subscribers and then become a helping brand in their every day lives.  The subscription model could even remain intact, only consumers would pay for a new and diversified set of brand-related tools, services and content.  On top of that, imagine the highly unique and targeted opportunities they could provide for their advertisers to be a part of these valuable services.

Why aren't magazines in this space?

These are just a few examples of what can happen when magazines stop thinking of themselves in terms of their format and start thinking of themselves in terms of their intrinsic value to their targeted audiences.  I’m not saying this fundamental shift in thinking is something that will be easy.  I’m not saying that applications like these will return things to “the way they were” in terms of revenue or in terms of subscribers.  At least not in the short term.  What ideas like these will provide is a path to adaptation and reinvention that this medium desperately needs – and lends itself to so naturally.

But before these changes can take place, the magazine industry needs to stop thinking about digital as a competitor and start thinking of it as an asset.  And they need to remember that their audiences don’t love them for their physical formats as much as they love them for their content.  Why not find a way to leverage these new platforms so that audiences can’t help but love them more?

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Brand: Pay it Backwards Day / DailyChallenge.org
Key Mediums: Web portal with daily distribution and blogging, facebook, YouTube, twitter (#PIBDay, @DariusBashar, @IDoGood), Live Community Events
URL: http://www.dailychallenge.org
Niche: “Do Gooders”

nitch*: I know you’re very busy with the event so close at hand, so thanks for taking the time.  Let’s begin with some background for the uninitiated.  What was the inspiration for Pay it Backwards Day in the first place? 

Darius Bashar: We wanted as many people as possible to experience what DailyChallenge.org was all about. Our site is a social network of Do Gooder (socially conscious people) and we how them to inspire one another through small and simple daily acts of kindness that they submit into our site and we distribute to all members.

So we went back to the very first daily challenge that ever appeared on our site, which was “buy the person behind you in line a coffee” and scaled it up to the point where we could create some really buzz and of course change in our community.

nitch*: Very cool to hear that the concept itself was user-generated!  After the amazing success of the first event in setting your first world record, how did your conversations begin with Second Cup around the second incarnation?

DB: We meet with Second Cup to de-brief them on the impact and outcome of our event and thankful we had lots of great news to share. We had an independent PR firm do a media evaluation and it turned out that in 5 weeks with less than $500 our team managed to attract 4.5 million media impressions across TV, radio, print and web. The amazing part of it is that does not include Twitter were we managed to trend and were the third most talked about topic worldwide for that afternoon.

It was clear to all parties that the even had struck a cord with Canadian’s. So it was not a matter of if but rather how could we take our event to the next level and mobilize even more people do help us fundraise for SickKids Foundation.

nitch*: The media exposure is obviously huge.  I’m sure this has been of benefit as you’ve brought on some amazing sponsors and donors to really make the value of your potential charitable donation this time out impressive.  How did you broker those deals?

DB: You are absolutely right we have AMAZING sponsors! Our title sponsors Second Cup and Silk Soy Beverage have been instrumental in the development of our event. The truth is both did not take much convincing because there was a clear alignment with our core values and beliefs. Second Cup and Silk Soy Beverage strongly believe in doing good daily and in the importance of community initiatives such as Pay It Backward Day.

From our end this alignment of core values was integral for the success of the event. We also had the success of our initial event to fall back on which helped to prove the concept.

nitch*: The point about core values is obviously huge.  It’s a great takeaway for anyone looking to bring brands on board to an initiative.  Especially given that aligning values, rather than simply placing products, can create such a powerful connection with consumers.  Can you talk about your content strategy to bring additional value to these partners?  How are you using blogs, social media and video?

DB: Our strategy was based on a very holistic approach to branding. We wanted to provide all brands involved (including our own) with both online and offline exposure. The offline pieces included getting key creative in the form of posters, challenge cards, wobblers and buttons into every one of the Second Cup cafes across Ontario.

When it came to our online content strategy we had multiple touch points for users to connect with all brands involved with PIB. That includes guest blog post from some of Canada’s top social media authorities to unique and innovative public service announcement videos, which we displayed on YouTube. Additionally, we leveraged what worked for us last time which was Twitter and Facebook and took it a step further and allowed our users to instantly publish activities that they partook of on our site to their Facebook and Twitter networks through integration with Facebook connect and twitter’s API.

nitch*: The in-store will definitely be a huge piece for awareness, on top of your tried and true uses of social media.  On the subject of YouTube, you went through a long process in brainstorming your videos.  What factors did you consider in trying to make them as viral/share-able as possible?

DB: We sat down with our team and literally watched dozens of the most viral videos online and did our best to determine what was the common thread amongst them. In the end it broke down to two key elements originality and ability to elicit a goose bumps moment. Videos that could invoke an emotional reaction from viewers are more likely to be passed around amongst friends, especially if the viewer things they will gain a certain amount of credit for being the first to introduce the video to their group of peers.

We also noticed that most viral videos moved fast. Typically under 2 mins and if they were longer the video usually had a lot of action on the screen that kept the viewer visually engaged.

nitch*: Some great insights into the anatomy of viral – and the videos look great! (see above). In addition to all of your social media muscle, you’ve secured Metro as a media partner.  Can you talk a little about the benefits of that relationship in terms of media impressions and exposure?

DB: I can’t tell you how elated we were to hear Metro would be working with us as a media sponsor for Pay It Backward Day. Not only was this because they had nearly half a million daily readers in the GTA, but more importantly because their core audience was very aligned with our key target demographic. This was a rare case where neither quantity nor quality had to be sacrificed. We got the best of both worlds.

nitch*: Let’s hope that the commuter crowd makes their way out to Second Cups on the 30^th!  I know you’ve spent a lot of time engaging people who have communities of their own to participate.  Who are some of the bigger names from the local community who are coming out?

DB: I am happy to say that we will have number of celebrity servers on hand for the big day including Erica Ehm, Michael Landsberg, the team at FLOW 93.5, Apollo Effect, Talia Russo and a few big surprises that I can’t unveil yet.

nitch*: I love a surprise!  Congrats!  Can you talk about why Sick Kids has been your partner for both PIB events?  Why does Daily Challenge love working with them so much?

DB: It’s simple, the work they do and the role they play in our community and in our world is importance. Everyday I fall more and more in love with SickKids Hospital. Anyone who has walking into their doors will tell you that there is something magical about that hospital. We are humbled to be working with such a world class organization and will do everything in our power to raise as much money as possible for SickKids Foundation.

nitch*: And your “I’m alive today because of Sick Kids” promo video (above) certainly pays tribute to that.  One last question – why should someone reading this head to a Second Cup tomorrow to Pay it Backwards?

DB: Because we are the change we have been waiting for.

Pay It Backward Day is a movement that at its core believes when many people work together through small acts of kindness it is possible to create profound change.

nitch*: Well definitely a profound ending.  Best wishes tomorrow in setting that world record -  I know I’ll be contributing!

***

The nitch Analysis:  DailyChallenge.org is most certainly a different kind of a social network.  While most communities these days are assembled around brands and media properties, this one is firmly committed to doing good – a concept that might seem a little foreign as everyone on the web scrambles to find a strategy to commercialize.  It will be interesting to see not only how Pay it Backwards Day plays out, but also how the next year goes for Daily Challenge.  While their intentions are noble and their use of social tools and compelling content to build community, admirable, it will ultimately be corporations and their desire to associate themselves with Do-Gooders that will prove this model.  I have to say, removing my consultant hat, that I hope that their model does catch on.  When kindness, sustainability, charity and random acts of kindness can prove themselves to be something that not only communities, but also companies truly commit to, we will all benefit.  Best of luck.

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Brand: Journeywoman
Key Mediums: Blog site and information archive, newsletter, twitter (@Journeywoman)
URL: http://www.Journeywoman.com
Niche: Female travellers, 25+

Evelyn: always prepared for the next Journey

nitch*: I love the brand of “Journeywoman” – almost superhero-esque, really.  Every good superhero has a compelling origin story.  What’s Journeywoman’s?

Evelyn Hannon: My story goes way back to 1982. That year I was divorced after 23 years of marriage. Women weren’t travelling by themselves then and I was petrified both of going out on my own and also of perhaps, never traveling again. Finally I gave myself a challenge — if I could travel solo for five weeks and not die of fright then that would be the metaphor for the rest of my life. I put a backpack on for the first time when I was 42 and went off to Europe. I didn’t die. I learned to love solo travel and from there the concept of Journeywoman.com was born.

nitch*: Originating an industry is definitely a great story!  How did your own travel experiences influence you to create this resource?  Why did you choose to get on the internet in those early days of the world wide web?

EH: When I began to travel solo ‘as a woman’ I was a pioneer. I had no mentors and I had to learn budgeting, safety tricks and avoiding the loneliness all by myself. Gradually, I went from 35 days away to four months of backbacking in Europe. The web was my gateway to the world.

nitch*: So with this “gateway to the world”, how long did it take you to build your audience?  As we discussed, you were a pioneer so what were some of your early milestones?

EH: In 1994 with $1000 I started publishing a 24-page mini magazine. Advertisers and marketers wouldn’t even look at me because they thought any women who travels without a man must be a male-hater. That couldn’t have been farther from the truth but I had to look to subscribers to keep the dream alive. But, the press loved me because I was the first person to write travel reports from a woman’s-point-of-view. By year three I had one thousand paid subscribers and I was on my way.

In 1997 with my same $1000 investment I went on to the web (even though I didn’t really understand the difference between email and surfing). That opened a whole new world for me. And the press went crazy. I was on Good Morning America, People Magazine did a feature on me, TIME choose me as one of the 100 innovative thinkers of this century. I got a gazillion awards for thinking outside the box. Those were easy awards to win. I never studied computer sciences so I never learned to think inside the box. Today, 66,500 women in 168 countries read my monthly newsletter and about 900,000 visit my site to do travel research from a woman’s point of view. I am the consultant to Foreign Affairs Canada on women and travel and write the booklet, Her Own Way given out in passport offices across the country.

nitch*: A great story to illustrate the idea that when you find a true niche, you have the opportunity to make your market – even on a limited budget!  What advice would you have for someone beginning to grow a niche website looking to get their message out to their audience / the press?

EH: I think that in order to be noticed by the press you’ve got to stay outside the box in your approach. Be sincere in what you tell your audience, be truthful in what you tell your advertisers and keep the press informed of all your new innovations. Enter every competition you can and shout from the rooftops everytime you get an award. There’s no place for understatement in marketing.

nitch*: I think we might be kindred spirits, Evelyn – I’ve shouted from more than a few rooftops in my day!  That said, through all of this, Journeywoman.com has remained largely unchanged since the 90s.  Can you talk a little about the responses you’ve had from your audience encouraging you NOT to change your site?

EH: My site looks almost the same as it did when we launched in 1997. For women (young and old) it’s perfectly simple to navigate. Women are multi-taskers. They want to get in, find the information they want and quickly go on to their next job. It’s easy to do that at the Journeywoman website. Also, I’m told that coming to my site feels like visiting your grandmother. It’s warm, it’s welcoming and the return visitors know exactly where everything is.

Evelyn's audience appreciates the site's no-nonsense look

nitch*: Excellent points about the importance of navigation, often lost by Flash-y (pun intended) developers today.  More to the welcoming and engaging nature of your sites, how has twitter impacted your business?  It seems like you’ve naturally transitioned into this world, please tell us a little more about your approach to this new medium.

EH: Twitter is fabulous, especially for travel writers, for quickly making connections around the world. In three months I welcomed 500 new newsletter readers and 3500 Twitter followers. This past week I was picked one of the ‘Top 50 Tweeple to Follow on Twitter’ because folks like the straight forward information I post. I try, always to give readers quality information.  I share my expertise by posting one woman-centered travel tip every day. Those tips made the Toronto Star and bloggers in Brazil and Sweden posted them on their sites as well. I love that sharing. My mandate is to inspire women to travel safely and well and Twitter is a perfect medium to do that.

nitch*: Further to the idea of engaging directly with your audience, your newsletter (as well as your tweets) contain a lot of tips from your followers, which you attribute back to them.  Can you talk about your strategy for user participation?  Has it evolved over time?  If so, how?

EH: I’m 70 years old now and the site has never been this busy. My philosophy is very simple and it has remained the same since the start of journeywoman.com. I don’t want slick PR reviews from paid contributors at my site. I want real opinions from real women travelers. A woman in New York is generally a much better source of information about NY neighbourhood restaurants than a guidebook written for the masses. I am truly heartened that on a continuous basis so many women around the world answer my call for good, solid travel tips. There is no other site entirely like it.

nitch*: With a site that focuses much more on the steak than the sizzle, how have the advertisers and sponsors that you work with been brought on board?  Have you targeted ad agencies with your high level of engagement, or is there a disconnect as a result of your more traditional design and layout?

EH: I do little work with ad agencies. I don’t speak their language and they don’t bother looking beyond the facade of my website. Ad agencies have no idea of the loyalty afforded the Journeywoman brand and frankly I don’t have the time to chase them to tell them. Most of my advertisers and sponsors happen upon my site through word of mouth. Once they take the time to look around, read my newsletter and check out our numbers they become loyal sponsors who renew their support year after year. Some companies have been with us steadily since 1997 and they claim we’re still their ‘best bang for the buck.’

nitch*: Great insights into the reactions of the agency world.  But with that in mind, how do you balance your desire to commercialize your site with your brand integrity and your commitment to being a trusted voice to your audience?

EH: There’s is no conflict. Anything that could challenge our integrity is passed over. Last week a company was willing to spend a lot of money to plant their hotel tips within our Best Hotels articles. Nobody would have been any the wiser if I posted those tips but I turned the advertisers down and had no problem doing it.

nitch*: And I’m sure your audience loves you for sticking to the integrity that brought them to you!  Let’s end this off with a fun one!  Where is your favourite place to travel to in Canada?  Internationally?

EH: My favorite Canadian city to visit is Montreal. It’s where I was born and it’s where I go when I need a little bit of Europe.
Internationally, I love to visit Italy. The people, pasta and scenery along with their intriguing history are an unbeatable combination. Their gelato is darn good, too.

nitch*: Can’t argue with those choices!  Thank you for your time and for sharing your many experiences with us, Evelyn.

***

The nitch* Analysis:  It’s difficult to really give advice to a woman who’s been engaging audiences since I was playing with GI Joe’s, but Evelyn’s success story makes it all the more difficult!  Essentially, Journeywoman is at a point right now where there are two potential paths to take.  To maintain Journeywoman.com as it has appeared since its inception and to continue to build and maintain its loyal following, or to look to streamline the site in an attempt to attract new advertisers, at the risk of alienating audience.  This is always a difficult tactical decision for a business in any space, but I believe it’s possible for Evelyn to renew her look without compromising the ease of navigation, wealth of content and high degree of audience interactivity that has seen her become a worldwide authority in women’s travel.  It’s a delicate line to walk, but something tells me Evelyn has the know-how to ensure that this Journey continues to be a successful one!

If you have any thoughts or comments for Evelyn, or around the balance between maintaining authenticity with your audience and attractiveness to advertisers, please leave them in the comments below:

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Brand: Seeking Simone
Key Mediums: Web series / blog, twitter (@SeekingSimone), facebook
URL: http://www.SeekingSimone.com
Niche: “Homos”

nitch*: Both of you are creative people who work in media, but you both have day jobs.  What was the reason that you decided the best way to spend your ‘free time’ was to spend countless hours creating an online dating comedy series for lesbians?

Renée Olbert: Well, firstly, when self-funding a web series it really doesn’t feel like anything about your time or resources are free!  As you well know, there is an adage that new media never sleeps.  I believe that to be true.  In order to grow an audience, you have to be vigilant in cultivating that audience.  It takes a lot of time, energy and focus.  So although we are not at a point where we can call producing Seeking Simone our day job, we take our work on the series very seriously and I must say, it has been an incredibly gratifying experience.  The creative arts are a challenging business- most artists have to create work in a vacuum or worse still, wait to be given permission to create.  Rosemary and I were no longer content to wait for someone else to approve our creative pursuits.  As an artist, you often have little control over your future.  Creating Seeking Simone was way for us to gain some control over the direction of our careers as well as having the series serve as an excellent showcase for our creative talents.  In many fundamental ways, the Internet has leveled the playing field and gives artists a degree of exposure that could only have been dreamed about 15 years ago.  For those reasons, it is a very exciting time to be creating scripted content on the web.

nitch*: Your points about the time and commitment needed to cultivate a niche audience are very well taken.  Congrats for taking that step!  That said, you’ve certainly narrowed your focus with this series – how would you define your core target audience?

Rosemary Rowe: Homos!

RO: Thanks, Rose. Yes, the LGBT community would certainly be our core target audience. It is perhaps difficult for some to understand how isolating it can feel to RARELY see portrayals of your community represented in mainstream entertainment.  Rosemary and I wanted to create a show that we would want to watch which centered on characters that we could identify with.

However, we were also determined to create a show that had a broad appeal – ’cause the search for Ms. Right or Ms. Right Now is a pretty universal human experience, regardless of your sexual orientation. We want to create a show that would be enjoyed by anyone who has ever been on a date and by anyone who likes a good laugh.  And I have to say, I think we accomplished our goal.

nitch*: Another great point about the universal nature of great stories and great characters.  That said, in watching the series, it becomes clear that there are also some “moments”, let’s say, that also appeal to the heterosexual male crowd… Can you explain how the existence of that secondary audience plays into your creative choices in the series?

RO: HAHA! Oh my darling Andrew, you make Seeking Simone sound like the web series equivalent of a Dear Penthouse letter!!!  We of course welcome our straight brothers with open arms and are thrilled that they enjoy our show, but lest your lovely readers get the wrong impression of our series, let me say that our main goal has always been to make people laugh… generally at the expense of my character, but laugh none the less!  I feel that Rosemary and I have always approached the series from the perspective of asking ourselves what makes us laugh and then going from there.  We also have been given a lot of great feedback from our friends, colleagues and our audience that we try to incorporate to make our series stronger.

RR: What Renée said. Also, we made sure that the featured video on our YouTube page has a still of Simone, shirtless, making out with another woman and we also promise a little girl-on-girl action, to keep pervs of all sexual orientations interested. Because, why be coy? Sex sells.

"Sex sells" - work it Simone!

nitch*: I can always count on you to be the less diplomatic on, Rosemary!  Carrying on from that question, it’s time to get strategic.  Because Seeking Simone is a 5-9 venture for you, production isn’t always easy and as a result you’ve had a very staggered release schedule for your episodes.  In an ideal world, how often would you release new episodes?

RR: Ah, the vagaries of no-budget production! I suppose that IDEALLY we’d love to be able to release an episode every week. We’ve been so fortunate in our crew, both pre- and post-production, but we are working around both our day jobs and theirs, which definitely keeps us from releasing episodes quickly. That said, we knew we’d have these bigger gaps between release dates and I think that actually sparked a lot of ideas around how to keep our audience engaged between episodes.

nitch*: There are definite challenges but kudos for putting your series out there and building an audience before things could be IDEAL!  That said, you’re creating a lot more content than just episodes – how are content pieces like your blog, twitter, and more playing into your strategy for the brand?

RR: First off, in the spirit of full disclosure, I have to say that we really had a leg up on the online strategy for Simone – my wife Kate Trgovac (http://katetrgovac.com) and I have a social media marketing company called LintBucket Media (http://lintbucket.com) that specializes in helping brands create conversations with their audience. So once we actually had a product to flog, we were able to hit the interwebs running, as it were, which was really helpful.

To begin with, there’s a channel strategy component.  We know that our audience isn’t always sitting in front of a desktop computer hardwired to a T1 line.  We need to have content about our brand that will be easy to consume no matter what device or access method you’re using.  So, if you’re on your phone, your laptop at a café, at home or at work – we want you to be able to access our content.  So we try to deliver across multiple channels, even to the point where we use multiple video services.

However, more importantly, we know that that different fans form attachments to different aspects of the show.  Some like the characters (major and minor), some want to see everything that has to do with the actors, some want more from the writer.  So – we’d like to be able to meet that demand in a way that isn’t as costly as producing a series.  So, we blog and twitter – in some cases as real people and in some cases as the characters.  We post behind the scenes content and extras for fans who a) want to jump Renée and/or other cast members and b) are interested in production aspects.  And we’ll be releasing a new off-shoot of content based on the Audrey character that will be consumable in multiple formats.

We want to create and evolve characters with whom our audience wants to spend time.  That evolution is multi-channel and multi-faceted.  All of our content pieces enhance the richness of the character development and the space they inhabit.

The best thing about distributing our series on the internet is that we can take advantage of the interactive nature of media.  But not in the way that TV execs think of interactive – when they say it, it seems like they mean that our series can be a “choose your own adventure” property – letting the audience choose whether Simone sleeps with the musician or not.  But I think that does a disservice to both our creative process as well as the creative process of the audience.

nitch*: It’s clear from a visit to the site that you’ve done a lot to create content to engage beyond just your episodes – I’m loving the “Ask Audrey” video blogs… might need some tips there myself!  Can you tell us about some of the other strategies off-portal that you’ve employed for building audience/awareness at this early stage of growing your audience?

RR: We’ve implemented some basic digital marketing strategies.  For example, we pay attention to search engine optimization when we post content – ensuring that content is tagged properly, that we’re consistent in language and use of brand.  We make sure our content is easy to share.  You can’t worry about the few bad apples who might rip you off. (It drives me crazy when brands lock up their content because they think they have control over it. Argh).  But we also know that it is our audience, our fans who will drive our success.  So we reach out to influencers and say “hey, we think this is something you might be interested in.”

It’s also important to reach out to other content creators.  There’s room for all of us on the internet (and a pent-up desire for good content).  Good cross-pollination can increase everyone’s audience – so we want to keep introducing new people to the mix.

And we want to make sure we do some offline work.  Right now that has just been having buttons, business cards and a couple of episodes on USB keys to hand out – but that kind of offline promotion will need to continue. You know – subway posters, Times Square billboards, sky-writing, that kind of thing…

nitch*: The offline is very important within niche communities (though not sure how effective skywriting might be!) so it’s good you’re paying attention to that as well. You’ve also done a lot of working reaching out to very niche press.  Can you talk a bit about that strategy, and the benefits it has reaped?

RR: I think it’s exciting that web series are becoming more and more common, but the sheer volume of content makes it harder to stand out.

Then again, Ms. Olbert and I know from our own personal experience that if a show is good and funny AND lesbonic, we will tell everyone we know about it. Twice.

So our primary goal was to find an audience that would be as excited about the show as we were – and who would find the show relevant to them. And once we figured out where that audience was hanging out online, that’s where we started spreading the word!

Fortunately for us, there are more and more great sites out there that offer LGBT news and entertainment and they have all been very generous with their support in helping us promote the show (and translating it into other languages!).

The payoff is that many of the folks who tuned in early dig the show enough to keep sharing it with their wider circle of friends. And family! Like our one viewer who saw the show on AfterEllen.com – she just joined our Facebook fan page and her dad became our friend on MySpace. Which is AWESOME.

nitch*: Another great point on the word of mouth opportunities.  Let’s switch gears.  You’ve chosen to go with a relatively high production value for a web-based series (it’s scripted, lit, shot in a multiple camera format, etc).  Why did you choose this format over something that might be quicker/easier/cheaper to create?

RO: Because our mothers taught us if you’re going to do something do it right! Also, as more people turn to the web as a means of creative expression, the competition becomes more intense.  We wanted to ensure that we were able to give viewers the highest production value we could afford on our shoestring budget!  Which meant asking a lot of very talented folks to lend their skills to our production.  We love the series that we have created and believe that Seeking Simone has a lot of potential so naturally we wanted to do everything in our power to ensure that the series has the greatest opportunity to grow its audience.

nitch*: Your mothers taught you well!  Let’s delve a little deeper into the production choices – How did you come to decide on the online-dating related storyline?

RO: Well, we WERE going to set it during a NASCAR race but we decided that the exhaust fumes would wreak havoc on my coif… And the first rule of this biz is don’t get between an actor and her ‘do… well, granted that may only be my rule but we all have lines we won’t cross!

In truth, we believed that it was a premise that not only had limitless story potential but would also tie in really well with our series which we had already decided would be web-based.

Perhaps not the best setting for lesbian comedy?

nitch*: And another great point about suiting your storytelling to your medium.  An underrated plus.  Curious- did the potential for sponsorship from a dating service play into the decision?

RO: Oh Andrew, are you questioning our artistic integrity? Surely we wouldn’t so calculated in our pursuit of sponsorship… or would we??? HAHA! In all seriousness, it really didn’t.  We came up with a concept that we felt would speak to us and hopefully would speak to our audience.  Our focus has been and continues to be, generating quality content that viewers want to see. I believe if we stick to that model, sponsorship will come.

nitch*: Again you show your commitment to your audience, which is a key lesson to adhere to for anyone looking to try and commercialize a targeted group.  And that commitment has paid off lately as you’ve had fans actually subtitle the series into other languages!  Tell us a little more about your experience of going international.

RO: Well Andrew, it is becoming increasingly clear to Rosemary and I that we have the most fabulous fans in the world. Literally. We have been so fortunate to have had a really, really positive international response to our series.  The subtitling of our series into other languages has been the direct result of some really wonderful websites contacting us and offering their time and resources to make it possible.  We particularly have to thank the websites www.kweens.de and www.lesbicanarias.es for generously subtitling Seeking Simone.  The support of the website EurOut has also been instrumental to Seeking Simone growing its international audience. Of course, we think we are hilarious in English and it has been wonderful to discover that we are apparently equally funny in German and Spanish and soon to be hilarious in French!  So, for all your readers who want to brush up on their high school Spanish or German, they need not look any further than Seeking Simone!  I mean, if I had a nickel for every time I’ve needed to use the phrase “Do friends take restraining orders out on you” in Spanish… well, you get the idea….  And to think Andrew, you just thought our show was a lot of fun… who knew it was educational too?!?

nitch*: Now the multi-lingual, educational lesbian comedy market – that’s quite the niche!  Congrats!  Let’s wrap up with a fun one. If you were to go online to look for a partner, what would be the first thing you’d look for (either as a turn-on or a definite turn-off)?

RO: hmmm… what’s the first thing I would look for in a partner?? Boobs.  Umm is this thing on?!?! What I meant to say was a great sense of humour.

RR: Yeah, my biggest turn off would have to be penis. Penis-breath would be a close second. Third would be poor spelling.

nitch*: Glad we could go out on such a classy note, ladies…. Thanks for your time and all the best in continuing the early successes of Seeking Simone!

***

The nitch* Analysis: Seeking Simone is such a great example of content creators putting something out there and growing an audience even when all the conditions might not be perfect.  We’re in the wild west of media again and it’s important to remember that you can’t wait for the stars to align – there’s no time like the present!  Kudos to Rosemary and Renée for acting when they could’ve waited, and for putting together blogs and bonus video vignettes to supplement the fact that they’re unable to sustain a regular episodic release schedule.  At least not yet. The fact that international audiences are already reaching out to them shows that day is coming.
That said, because this content is so niche, it could be time very soon for Rosemary and Renée to begin talking to brands interested in speaking to their community about sponsorship.  The growth that they’re experiencing makes a compelling brand story for niche sponsors looking to get in on the ground floor of content that is inspiring a community.
Keep it up and soon viewers and sponsors everywhere will be “Seeking Simone”!  Sorry, that joke was terrible…

If you have any thoughts on Seeking Simone, the finer points of our conversation or ideas around creating content on a shoe-string budget with literally no time at all, you’re welcome to use the field below:

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And impact is what I’m concerning myself with.

(Some) power to the people

Of course, I’m very excited about my own panel, “Putting a Fork in the 30 Second Spot” which deals with the emerging world of branded entertainment.  I’m happy to be moderating a panel with both visionary branded entertainment mind, Gennefer Snowfield of Space Truffles Entertainment and renowned web series producer and creator of Gemini Division with Roasrio Dawson, Brent Friedman of Electric Farm Entertainment – shameless plug I know.  But why not be shameless?  I’m very passionate about this topic and feel we have a great panel, and so do dozens of others from our local community who need our support and shameless promotion to succeed!

To that end, Kevin Richard, an intrepid member of our local community compiled a list of all of the panels he could find that include someone from our Toronto community.  The list, which is at 25 at the time of this post, was later duplicated on Say Yeah’s Toronto Community Calendar.  Both of these lists provide an excellent resource to see who’s doing what in our community, but more than that, they provide an opportunity.

Canadians, and Torontonians by extension, have long been thought to have some kind of an inferiority complex when it comes to our neighbours to the south.  I dislike this intensely.  The reality is that, while we come from a smaller nation, that shouldn’t inhibit the size and scope of our ideas.  This is something that will be on display prominently with each talented member of our community that presents at SXSW.  The only hitch is, we need to be accepted first. We need the opportunity to step out from behind that supposed inferiority.

This is where our community comes in.

In spite of a list of 25 panels and counting, there really is very little overlap between the topics we’re hoping to speak about.  What we’re seeing here is a collection of talented people, each hoping to advance themselves in their own particular area of niche interest. The common thread? (With apologies to Molson) We Are Canadian.  This is a phenomenal opportunity for each of us to band together and support every niche player in our community.  By extension, our collective strength will only serve to elevate the profile of our city and our country as a whole.  I know from many hours spent with members of our community that the talent here rivals that which can be found anywhere in the world.  So let’s band together as entrepreneurs and as members of this geographic community and elevate one another.  In the end, it only benefits as all as a group.

So how do we do this?

Quite simply:

1. Block off five minutes in your calendar at the start of every work day (come on, you screw around on twitter for more time than that on twitter or facebook and we all know it).

2. Head to SXSW’s Panelpicker and create an account (they’ve promised no spam)

3. EACH DAY, in your five minute block, log into Kev’s post (bookmark it people!) and click through to EACH panel and cast a vote.

That’s it!  We spend so much time speaking about the power of community in this digital age, let’s take this opportunity to band together and prove that community works.  This way, when everyone returns from Austin next March, they’ll know that Toronto is a place to be recognized.  They’ll see our vision.  They’ll see our passion.  And they’ll know that we’re united.  And I think that’s pretty powerful.  Hope you agree.

Voting is as easy as 1,2,3!

Now if you’ll excuse me, I’m off to vote!  Let’s make this happen people!

So what do you think about the Canadian inferiority complex?  Is it a myth?  Is it justified?  Can we overcome it by banding together?  Let me know – and don’t forget to vote!

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Brand: The Hockey Card Show
Key Mediums: Podcast (iTunes), twitter (@HockeyCardShow), facebook
URL: http://hockeycardshow.blogspot.com/
Niche: Hockey fans (primarily male), former and present hockey card collectors

nitch*: Thanks for agreeing to do this guys.  To begin, let’s get the origin story for the Hockey Card Show – what was your inspiration to start up a podcast on such a niche topic?

Justin: The whole show idea came from Gary Vaynerchuk and one of his videos from his site.  After seeing the video I immediately thought of hockey.  I hit up ebay and got a box of 93-94 Topps and after building up enough guts sat down with the camera and started filming.  I collected cards growing up like most kids do, however I started with basketball and baseball then moved over to hockey later.

Darrin: I collected cards growing up through the 80’s and 90’s and also stopped collecting as I got older.  And I have recently started to buy again after Justin asked my sorry ass to do the show with him LOL.

nitch*: Ahhh Gary V strikes again!  People looking to start creating content could learn a lot from your initiative – what gave you the confidence to dive into the world of podcasting as a “rookie”?

Justin: I have had blogs in the past on a handful of personal sites and enjoy writing but the video format was the only one that really made sense.  It would give it a more real feeling that just researching players and teams and writing about them.  I am half ass handy with a computer so knew that I could put together a video podcast after some trial and error.

nitch*: Great points about the value of the video platform.  Now that you’ve been going strong for 38 episodes, how did you initially seed growth and what partnerships along the way have helped you to grow audience and exposure?

Justin:   When I started doing the show I had blasted out an email to my buddies telling them about the idea, they all said to do but were rather non-commital about stepping in to do it with me.  When the first show was posted I was hoping to get 20 views and really thought it would be something rather small that just my friends would watch and talk about.  That first show hit 20 and I felt great.  The second show was a little different in that Gary Vaynerchuk posted a twitter update praising the show for following his direction.  It turned out to be a very large headstart and that show was over 500 views by the days end.  We post all over the web any related site welcomes us, views now are any where from 250-1000 depending on the show and where it is posted.  Certain promos might be going on that skew the numbers whether it be with Upper Deck, Molson or McDonalds.

Great to see Gary V helping out the podcast community

nitch*: Great to see Gary giving back and being so supportive.  Your points about wide online distribution and the value of promos to attract audience are good ones.  Can you talk a little more about those relationships with the sponsors (those are some big names!)?

Justin: Getting contacted from Upper Deck was the first “holy shit” moment in my eyes.  It was a simple email from their hobby marketing manager saying the he had seen the show and enjoyed it, he offered up some complimentary product to open on the show.  I responded with a “hell ya” but also asked a question regarding National Hockey Card Day and if he could send me some of those as I couldn’t seem to find a location near me that was running the promo.  He responded back with seeing if we would be interested in doing a promo video/commercial for their site and for distribution regarding the big day.  Very cool and great to work with.

McDonald’s also contacted us for a giveaway, they were launching their annual hockey collectible and wanted the show to give out a set of the NHL Star Helmets.  It was up to us to think up a contest and go from there.  We decided on a spoof video of the show, and the winning submission still cracks me up.  We are hoping to do something similar this coming year, as every year they have some kind of collectible and of course their very popular hockey card sets.

Molson was a bit of trip too.  Molson is very active on the web via Twitter, I had sent a DM to one representative I had tweeted with in the past about working with Molson, he quickly responded back with a giveaway idea.  It was playoff time so we held a beard growing contest of sorts – The Molson Canadian Beard Off.  Grow a post season NHL beard and send in a pic or video and Molson offered up a composite Nike Bauer hockey stick.

All in all everyone one that we have had dealings with have been great and very supportive, and all have left the door open for future endevors.  I am not in sales, or marketing, or business…I run a video podcast about hockey with hockey cards acting as a starting point for debate.  I am rolling with the punches and learning as I go, and loving every minute of it.

nitch*: In addition to those great (non-financial) sponsorships with the big boys, you’re driving some revenue through advertising on the podcast from SportsMemorabilia.com and Ice Hot Hockey.  How did those deals come about?
Justin – Ice Hot Hockey approached the show very early on.  They had seen the show and loved the idea and thought that it was a great way to reach their audience.  Each episode the promote a featured card that they available to buy, most of the times it geared towards current events, like the Stanley Cup playoffs, or World Juniors, it is a great relationship that should continue on

SportsMemorabilia.com is through Google Affiliates, seemed the most appropriate for our site.

nitch*: It’s great that you’re so early into your growth and already have multiple revenue streams.  Are you able to make some money off the podcast as a result?  As your audience grows and the value of these deals increases, would you hope to make The Hockey Card Show a full-time gig?

Justin: I wouldn’t say make money.  We have received money which goes right back into the show for equipment, cards, promo items.  We are always looking to make the show better, small tweaks that we hope the viewers will appreciate, my list of upgrades is pretty long

Darrin : It would be pretty amazing to do this full time, would really just be icing on the cake.  We hope that with the ground work and connections we are making that we can land a nice sponsorship.  It’s about getting the word out and connecting, whether it’s through wearing the show’s shirt or giving out business cards.

I used to bank MY retirement on these...

nitch*: Great points about both re-investing in the show to improve it, and also connecting.  You mentioned earlier, connecting with Molson over twitter, which is a great indicator of the value of that platform to making connections when building a brand.  Can you talk a little more about your strategies on social platforms to market yourselves and engage with your audience?  How big of a role have they played in building your audience?

Justin : MASSIVE… it is the easiest way to get word out about what you are doing, and more importantly it is a great way to find people that have your same interest.  No one is going to try to push football on a hockey guy, Facebook and Twitter give you the ability to communicate with very specific people.  I am very active on my Twitter account and think it’s important to be as real as you can on there, no one will pay attention to you if all you do it pump your show, it’s all about interacting.

Darrin : They are both great opportunities to reach out to a vast amount of people.  Facebook is a great way to update a mass amount of people all at once when there is a new show, or if something special is going on.  It is nice with Facebook too because you can include so many people with just a click.

nitch*: What other forms of marketing do you supplement those with?  What sorts of grassroots strategies have you implemented?

Justin: When Darrin joined the show he brought a great viewership over too.  Probably the biggest thing is just getting into the mix with the hockey community.  It is something that comes easy to both Darrin and I, these sites just give you access to an already primed group of people that are interested in your topic.

As far as “pounding the pavement” both Darrin and I have business cards made up with the show info on them and twitter accounts.  Just something to give out if interest is shown.  I also often carry around packs of old cards with labels slapped on them with the show address on them.  Again something fun to give out cause who doesn’t like free stuff right?  Plus this gets the conversation going with people you meet.

We have been featured in our local paper which was very cool and a great way to get the message out to a massive amount of people.  We have been fortunate to work with Molson, McDonalds, and Upper Deck as well which is a great platform to reach out to new viewers and new companies.

Darrin: It is pretty wild how far it reaches too, because people pass it on and then they pass it on too. Get this, I was playing ball in Dorchester on the weekend and a guy says to me…”hey are you that Dink guy from The Hockey Card Show” (helped I have Dink on the back of my ball shirt) but still.  This guy was from St. Thomas and I had never met him in my life.

nitch*: Love the shout-out to St Thomas (my hometown)!  Let’s talk a little about the format of your content: two guys, sitting in a basement, drinking beers (and sometimes shots) on a couch.  I like how you’re clearly not trying to reinvent the wheel to connect with the audience- can you talk a little about what made you steer clear of sets and other gimmicks?

Justin : After seeing the original idea video from Gary it got me thinking.  Growing up every Saturday me and my friends would all hang out in someone’s basement and watch hockey.  For that night hockey was the topic, who sucked, who was amazing, who would win the cup…I really wanted the show to have that feel of sitting around with your friends having a beer and talking hockey; the couch was an easy pick.

Darrin : It also serves as a very laid back and informal setting, not so serious and scripted.  We hit record on the camera and let loose.  Sometimes a set can feel little cold and uninviting, we want you to crack a beer too and yell at us if you really want to.

nitch*: Great stuff guys!  One last fun one for the road – what are both your most valuable and most prized (for reasons other than money) hockey cards?

Justin: One of my favorite cards is a signed Bobby Hull card.  I actually never saw or at least remember watching Bobby Hull play, but his card is one of my favorites.  He was at our local mall for a card show and was signing cards, that day I hit up a booth and bought a cool looking card for $5, I was excited to meet a real player and get his signature.  After he signed it I slid it in a protective cover.  Later in the day while still walking around I found the very same card I just got signed being sold by another vendor, only this vendor only wanted $1 for it.

Darrin: For me, it is a collection of Gretzky cards I have.  A great wack of cards from his first 4 or 5 years in Edmonton.  Everything but his rookie   Obviously they are worth something, but it is the sentimental value of my favorite player of all time (easy choice) and the bringing me back to my collecting days as a young Dinkster when I pull them out and look at them.

nitch*: For me, it’s the Gretzky’s as well Darrin – there’s a draw at my parents house that I still hold hope will one day fund my retirement!

***

The nitch* Analysis:  The Hockey Card Show seems to be doing everything right.  The hockey card market isn’t what it was in the 80s, but it’s a topic that resonates with guys of all ages – so there is astounding room for growth.  In growing that audience, they engage with their fans on multiple platforms(even engaging in some friendly wagering with twitterati), they crank out regular shows during the hockey season, they’ve aligned themselves with a strong mentor in Gary Vaynerchuck, and have even gotten some corporate sponsors to take notice.
As is always the case when building a niche audience, slow and steady wins the race, but with time and continued passion (and extreme patience), they can build their audience and grow those relationships with sponsors, giving them opportunities grow revenues and to spin off into other forms of media and merchandizing.
Best of luck guys – we’ll see you back on the couch this fall!

If you have any thoughts on the Hockey Card Show, or any advice or comments for Justin and Darrin, leave a comment below:

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