They always have been, really, but it was too hard and too expensive to find them. Now you can and smart marketers do. A few years ago who would have imagined there would be a TV show about quilting. Just quilting. But there is. So the TV show features an author of a novel about quilting (of course), and a fan of the show goes on line to find the book. And then she talks to her friends about it—and her friends number the thousands in an online community about quilting.

And a bunch of books are sold.

Niche marketing is successful because the niche becomes the marketers. They are fans, and fans fan flames. They talk, exchange, pour over, evangelize. They relate to each other.

So public RELATIONS should own niche marketing.