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Global niches

Global niches

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Solely focusing on hyperlocal content, in some cases, is the sure way to journalism hell.

Terence Lee

When New Nation first began, we envisioned it as a hyperlocal website — much in the vein of established Singapore players like The Online Citizen, Temasek Review, and Yawning Bread.

Heck, Shihan and I graduated from TOC, which is pretty much the most recognised independent current affairs group blog around today. Belmont had online journalism experience too, serving in an online campus paper where he met the love of his life.

With such a crowded field (since then many others — Satay Club, VFC etc — have spawned), we needed to differentiate ourselves, so we decided to go with an off-beat, tongue-in-cheek, rude and raunchy style — current affairs for the not-so-interested, the apathetic, and restless. We decided also to feature more lifestyle and finance content.

Well, we got flamed for it — by the folks at TOC no less. But that’s not the important point. For us, it was a matter of necessity: Being a TOC clone was a sure way to hell. In a crowded pond, the surest way to draw attention is to be different.

Fast forward to today. Our readership is almost double now post General Election than pre, although growth is slow.

And something else dawned upon me: Hyperlocal no longer seemed to make sense.

Hyperlocal works if you are the first-mover, a pioneer in a community underserved (or, if you have shitloads of money, like Yahoo!). When TOC went online, it was a wide open field: All the other fish had died or were still eggs. Now, there are too many publications and too little time: People have only 24 hours to spare.

When Shihan gamely approached Derek Sivers, founder of CD Baby, for advice on whether New Nation will work, he said no.

Reason? Singapore is too small a market. Amen to that. Of course, he said other things too, but that is for us to know.

I think Sivers made a very good point. Before the Internet existed, publications were limited by geographical boundaries. To be trans-national, you had to be rich enough to pay for shipping to get magazine into newsstands worldwide.

Today, the cost of starting and distributing content is much cheaper: You can even do it at zero monetary cost.

While this creates the problem of a long tail of Internet content that varies in quality, it creates another opportunity: The ability to distribute content to previously untapped niche areas that are unbounded by geographical limits.

They are what I call ‘global niches’.

Think goth culture. Or cosplayers. Or Little Monsters. These subcultures transcend nationality, because what they represent are values, ideas, and personalities, things which are easily transferable from one country to another.

Globalisation creates two phenomena: Homogenisation, where cultures melt into one, and heterogenisation, where cultures absorb elements from other cultures to form new ones. Both are happening at the same time.

And I believe this presents an untapped potential for publishers and content producers like ourselves: It is possible for a Singaporean to write something with global appeal without losing his/her local audience.

I suggested this to my fellow editors. I think broadly speaking, we embrace the idea of going international. But ideas are free, what matters is how we execute it. There are many challenges: How many global niches should we aim for, without losing ourselves? How do we retain reader loyalty with such a diverse crowd? How do we ensure our content gets picked up by the people we want to reach?

As a baseline, we still hope to reach out to Singaporean readers. We have amazing content planned that will continue to appeal to them. But starring at our naval isn’t going to get us anywhere in terms of readership and ultimately revenue. We need to aim higher.

Will the name New Nation continue to be relevant? When we began, I took the word ‘nation’ in its 20th Century meaning, that of a ‘nation-state’. We took the name from an old Singapore newspaper that no longer existed. That newspaper went defunct before the age of the Internet.

But perhaps our usage of the word has to evolve as well.

Does race, language, geographical distance, still matter today?

Yes, certainly. But their significance is diminishing.

Perhaps ‘New Nation’ can be a rallying call, a vision of an ideal future governed less by the colour of one’s skin than by the beliefs one holds.

In a connected world, that is certainly possible.

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