BUSN-201 Lecture Notes - Lecture 10: Refinery29
25 Mar 2016
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Document Summary
Millennial isn"t a generation it"s a mindset that affects people of every age alive today. That mindset comprises three values: individuality, global connectedness, and purpose. The answer lies in the power of niches. When we think of a niche, we think of something small. Niches are more global and powerful than ever before. In order for our company to stay true to its mission of celebrating individuality for an audience that isn"t seen as individuals, at refinery29, we tap into niches that respect the diverse interests of our users. We cater to those who want to dress ugly pretty. To do this, we follow a deliberate process. Joyce kong, to bring the refinery29 audience the newest trends and ideas direct from the source. It worked: people spent 68 percent longer on. Joyce"s columns than the site average: go deeper: when we see a topic trending and a niche growing, we invest more resources, time, and reporting.
