Think Vertical Extend this logic across multiple business categories, and the Internet seems to need only a mere fraction of the businesses that exist in the offline world. If you're looking to break into Internet business, this is hardly encouraging. This invariably happens by the creation of new markets or by targeting niche markets through specialization. Media has a long history of successful specialization. Cable TV succeeded the expense of network television because the major networks are too broad for significant targeting.
Few viewers can tell the networks apart.
Newer TV networks, such as WB and UPN, have also followed cable TV's formula for success. Vertical Portals For specialization in online media, we're just starting to witness the annointment of vertical portals as the jargon du jour . However, unlike the major portals, they are designed to specifically cater to well-defined, niche audiences or interests. Earlier this month, CyberDialogue released a report espousing the virtues of verticalness for the entertainment industry. Focus is difficult with scale, and the major portals are a mile wide.