
The reason . . . mega portals are not well targeted and material is mass produced for the general public. By creating specific points of interest, or niches, active traffic is driven to the site. Visitors will stay on the site longer creating more click throughs. They will also voluntarily use word of mouth marketing by recommending the site to other viewers with the same interests.
This new direction will attract more advertising revenue for the site because advertisers are more likely to spend their budget on a site that "fits" with their product. Advertisers find the site's niche focused approach appealing because they can tap into each visitor's passion points recruiting more customers. A financial win for everyone.
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