Markets - Understanding the little ones - "Blogger Stirs a City by Suggesting That a Florida Couple’s Murder Was a Contract Killing" - NYTimes.com

Each newspaper's market is really a series of micro-markets, some concentric and some completely separate. One might revolve about an issue in the news while another might surround a full page advertisement for a product or service. Still another might be focused entirely on employment advertising.

The linked article reminds us that the traditional newspaper is often not at the center of individual customers' own micro-markets of interest. Instead, it could be a friend, or in this case a blogger, who could be at the center or at least play a greater role than the newspaper does. We need to understand these smalle markets from the standpoint of the customer, and find creative ways to work the offerings of newspapers into those markets.