Devoted to online marketing, viral marketing, and web marketing

In a study to be released next week, Media Screen found that broadband Internet users will be more apt to look at ads on smaller, niche Web sites than they will with larger sites that attract over 1 million uniques a month.

In a survey of 1,356 broadband users, Media Screen queried them on how interested they were in products on specific site. The response was that 42% of the smaller sites (measured as being under 1 million uniques) received the highest rating, in contrast to larger sites that received a 39% response.
 
Kate Riegner, Media Screen's director of research, said, "People are more engaged and more involved in the smaller sites that speak to a topic of keen interest to them. If you can connect with a customer on a level of great attention or great involvement, they'll be more interested in the ads you have."

This is important to understand in considering you niche site offerings. Niche sites draw targeted traffic. It's as simple as that. As a result, the advertising on it should also be targeted, which draws the greater amount of interest from visitors.

The information really isn't that bigger sites are not successful, but that a targeted site will receive higher percentages of interest and response than a general site will. That's another reason to think niche and targeted audiences.