Steve Rubel provides three ideas:
Rethink reach: …in a Long Tail world, reach has entirely new meaning. Many niche sites, for example, can’t hold a candle to the traffic at the head of the media curve. However, what they do have going for them is credibility. If your brand is mentioned five times on a site that your 20 most influential customers trust, that’s gold. Word of mouth will only ripple from there.
Fund niches: …Marketers should play a role in funding the development of communities that give these birds of a feather places to flock together.
Demand more from media: …Demand that your media partners help you find ways to build your brand through niches like the Post does.