Yes, it does seem that niche is the trend. The fragmentation is frustrating, too. In one recent project, trying to find the entire audience we were seeking (or most of it), we had to go into numerous niche networks. Five years ago, we could have gone into two or three online, at most, but the majority would have actually been found in non-digital environments. It can be a frustrating search process today.

Interestingly, PROpenMic was born from just such a frustration. There was no single place that addressed student/faculty PR issues. Sure, there are larger networks, but those that are solely/primarily focused on PR/Marcom rarely address the subject, or do not cover it in any compelling way. So, the group was formed.