<html><body><div style="font-family: Arial; font-size: 12pt; color: #000000"><div><br></div><div style="color:#000;font-weight:normal;font-style:normal;text-decoration:none;font-family:Helvetica,Arial,sans-serif;font-size:12pt;"><div style="font-family: Arial; font-size: 12pt; color: #000000"><div><div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: medium;"><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);">I think this nails it. </span></span></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: medium;"><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);"><br></span></span></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: medium;"><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);">Speciality magazines figured this out long ago: fans will </span><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);"></span><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);">buy <em>Swimmers Today</em>. But they</span><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);"> will not </span><span class="highlightNode" style="background-color: ; font-family: helvetica, arial, sans-serif;"></span><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);">go looking in <em>Sports Illustrated</em> for swimming articles. Legacy news sites haven't figured this out, nor has network TV. It's why <em>Slate</em> and <em>Salon</em> are wobbling. You have to be precise, picky, even narrow about your subjects, and fabulous in your selection and editing. If you want to make something really great, you can’t think about making it great for everyone. You have to make it great for someone. A lot of people, but not every person.</span></span></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: medium;"><span style="color: rgb(29, 33, 41); font-family: helvetica, arial, sans-serif; background-color: rgb(255, 255, 255);"><br></span></span></div><div><span style="background-color: rgb(255, 255, 255);"><span color="#1d2129" face="helvetica, arial, sans-serif" size="3" data-mce-style="color: #1d2129; font-family: helvetica, arial, sans-serif; font-size: medium;" style="color: #1d2129; font-family: helvetica, arial, sans-serif; font-size: medium;">The same might be said for politics. Find your constituency. </span></span></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><br></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><br></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: 12pt;"><a href="https://medium.com/@joshuatopolsky/your-media-business-will-not-be-saved-1b0716b5010c#.jafjifv0j" target="_blank">https://medium.com/@joshuatopolsky/your-media-business-will-not-be-saved-1b0716b5010c#.jafjifv0j</a></span></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: 12pt;"><br></span></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: 12pt;"><br></span></div><div style="color: rgb(0, 0, 0); font-family: Arial; font-size: 12pt; font-style: normal; font-weight: normal; text-decoration: none;"><span style="font-size: 12pt;">John at <a href="http://www.kmec.org" target="_blank">www.kmec.org</a> </span></div></div></div><div><br></div></div></div><div><br></div></div></body></html>