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Narnia Fans and The Power of a Niche

Last night at the National Religious Broadcasters Convention in Nashville, I hosted a panel discussion with Michael Flaherty, Co-founder and President of Walden Media, and Simon Swart, Executive VP & General Manager of 20th Century Fox Home Entertainment for North America.  We were discussing the future of entertainment, changing media platforms, and then transitioned to the latest Chronicles of Narnia film “The Voyage of the Dawn Treader” (due out on DVD in April).

In that conversation, Michael confirmed that the next installment of the movie franchise would be “The Magician’s Nephew.”  I found it very interesting that in less than an hour, a review of our conversation was posted at NarniaFans.com.  Then, in less than 24 hours, more than 53 people had commented on the post.  (It’s probably higher as you read this.)

It reminded me (once again) of the power of a niche.  Most blogs get no response, some get a little, and only a few get serious comments.  But here’s a blog that focuses on a very small niche in the world – Chronicles of Narnia fans.  It doesn’t discuss politics, other movies, or popular music.  It’s “all Narnia, all the time.”   As a result, they’ve built a remarkably large and vocal following.

Once again, my message is this:  Find your ONE BIG THING.  Find your FOCUS.  Find your EXPERTISE.   Find your PASSION.

Your chances of getting noticed in the chaos and clutter are incredibly small.  But your chances of getting noticed by people who share your focus, expertise, and passion are far higher.

Like my post about “the bread plate lady,” it’s about the niche.  If you have a message that matters – that’s the place to start.

Let me know what you think…

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  1. This is a powerful concept.

    Would you say though that it’s possible for your “one thing” to be a broader concept than just the product you create? For instance, Apple’s choice of market has expanded over the years from computers to entertainment media to cell phones. So is it safe to assume that their one thing isn’t necessarily an individual product, but instead maybe their philosophy of excellence? That their emphasis on user experience IS their niche?

    I wonder about this for people like myself who have hats in many worlds such as video production, graphic design, web development and so forth depending on the day of the week.

    1. Great point. The key is that Apple STARTED out focused on a niche, and grew from there. I encourage people to use the niche concept to cut through the competitive clutter and get noticed. Once you’re a known entity, then you can branch out in other directions.
      And yes – you’re one big thing doesn’t have to be a product – it could be whatever is the thing that makes you unique and different.

  2. Interesting…Douglas Gresham (co-producer of the previous three Narnia films) spoke at Liberty University yesterday saying that there were no current plans to produce another Narnia film due to lack of box office sales. He did, however, say that they would continue to make the films if the Japan release of “Voyage of the Dawn Treader” was more successful than anticipated.

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