Our cultural consumption is no longer controlled by the giants of the mainstream market.
Many giants have become weak and defensive – hovering around the middle of the market and striking out wildly in search of new audiences. In his new book, Niche, James Harkin explains that no size fits all and that anyone who tries to be all things to everyone ends up as nothing to anyone. James argues that innovation and profitability are quietly moving from the middle of the market to a series of tightly defined but globally scattered niches, bound together by the reach of the net. This represents an excellent opportunity for many businesses. We invite you to join us on 29 September when James Harkin, author of Niche: Why the Market No Longer Favours the Mainstream is our guest for BOOKED for Lunch – Free webinars with the world’s leading business book authors and thinkers. Register now for this complimentary webinar.
BOOKED for Lunch Details:
Niche: Why the Market No Longer Favours the Mainstream – National Webinar
| Date: | Thursday, 29 September 2011 |   |
| Time: | 3.00pm to 4.00pm AEST (please note later start – Check your timezone.) | |
| Venue: | Webinar, from your home or office | |
| Price: | FREE |
During this webinar, we’ll look at:
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About the Author:
James HarkinJames Harkin is the author of the books Niche and Cyburbia. He lives in London and writes regularly for the Financial Times and The Guardian, and has also written for the London Review of Books and Newsweek. He was the associate producer of Adam Curtis’ TV series The Trap, which aired on the BBC in 2007, and one of the associate producers of Curtis’ new series All Watched Over by Machines of Loving Grace, which aired on BBC earlier this year. Read more about James Harkin. |
About the Book:
Niche: Why the Market No Longer Favours the MainstreamAn eye-opening analysis of why big business has failed to sell to the mainstream. There is a new rule in business: don’t aim for the middle market – unless you’re cheaper than cheap, you’re going to fail. Instead, find a Niche and reap the rewards. Woolworths suffered from a lack of identity and found that low quality and low price wasn’t enough; General Motors crashed as motorists failed to distinguish between cars in their range. Yet HBO, Moleskine and specialist media like The Economist have all concentrated on being the best they can be – and customers have flocked to them as a result. For sixty years, our cultural consumption has been controlled by the giants of the mass market. But thanks to the recession, they have become weak and defensive and are now in a desperate fight for their lives. From this new cultural terrain, the niche has evolved to become the place where innovation flourishes and sales take off. From the author of CYBURBIA comes a superb examination of the growing proportion of economic, political and cultural activity – aimed not at the mainstream audience, but at tightly defined but globally scattered niches, bound together by the power of the net. Order your Paperback copy of Niche from Booktopia today. Order your Hardcover copy of Niche from Booktopia today. |
Here’s what people are saying about Niche by James Harkin:
| “Send the internet gurus back to the basement. Niche has arrived. Level-headed but optimistic, Niche is a business plan for the brain, and a manifesto for quality” — Michael Wolff, author and columnist, Vanity Fair |
| “Fascinating stories, some big thoughts and an intriguing argument” — Evan Davis, BBC presenter, Today and Dragons’ Den |
| “A fascinating examination of the evolution of the consumer counter culture…Packed with historical context and fascinating economic analysis, Niche is both informative and highly accessible via a range of anecdotal and statistical evidence. In the cut throat world of niche markets, the ability to adapt has never been more important.” — Business Destinations Magazine |
| “An excellent and timely explanation of how, in terms of what consumers buy, big and mainstream is over and niche is in. Harkin illustrates his thesis that the future belongs to not necessarily small but certainly perfectly formed and expertise-driven products with a highly original overview of cars, coffee, notebooks, computers and media.” — Time Out |
About the BOOKED for Lunch Webinar SeriesThe BOOKED for Lunch webinar series are free lunch-time webinars that feature bestselling business authors and thinkers. Presented by the Australian Businesswomen’s Network and GoToWebinar these events are open to men and women who seek to expand their business education and to be inspired by thought leaders who will present new trends, big ideas and pose thoughtful questions. To participate all you need is access to the internet. So, book yourself in for the next Booked for Lunch series and get ready for some powerful food for thought. Read more about the BOOKED for Lunch webinar series. |
