MANAGEMENT SLANT
- With expanded choices, advertisers are turning toward niche outlets with small but presumably loyal and engaged audiences.
- The theory of double jeopardy, however, predicts that small audiences are generally disloyal and proposes that to grow engagement, brands need to grow their reach.
- This study’s findings confirm the presence of moderate double-jeopardy effects, refuting the myth of small but loyal audiences. The findings thus are a cautionary tale for advertisers who may look to dissociate completely from traditional big media and turn most of their spending toward smaller niche outlets to target a more engaged...