A Focus on Niche
Why Microcontent Matters Now: A Conversation with Michael DeVellis
Michael DeVellis knows the power of niche. As the founder and executive director of The Powder Group, he has built a highly successful business targeting a very small audience. We sat down with Michael to understand his “microniche” strategy, how it works, and the role his publication, On Makeup Magazine, plays in it.
Michael, it’s rare that someone who isn’t involved in publishing would start a magazine, much less such a specialized one. Some experienced publishers would have said you were nuts. Why did you do it?
You’re right, I’m not a traditional publisher. And what’s great is this frees me to do things differently. The rules don’t apply when you haven’t been operating by them already. I publish one title, for a very specific audience, and only twice a year. Publishing is not my main business; it’s an ancillary one that supports my primary business, The Powder Group, which is a resource for the professional beauty and makeup artist industry.
I started On Makeup Magazine to connect to this very specific, incredibly targeted audience — and that’s what I mean by microniche. Think of it this way: There are many publications focused on beauty — and a handful of those focus on the professional beauty industry of makeup artists and hair stylists — and then, there is an even smaller number of those that focus on connecting this audience with the businesses that serve them through trade shows and events. This is what we do. With On Makeup Magazine, I was able to exponentially raise the visibility and relevance of The Powder Group with this audience. It’s a voice that’s unique and helps us stand apart in a crowded industry.