Marketing companies used to avoid ultra-specific niche marketing because throwing big-budget resources at small audiences wasn’t that cost effective. Cable television changed that game. With a channel for every interest, it was smart to tailor messages accordingly. And of course the Web is one giant niche machine.

Now, it looks like traditional media is ready to play. Chris Ammon and I were discussing this ad the other day, and he made a great point:

If this showed up on “webcoder.com,” it would be ignored. Even if it only resonates with a small percentage of viewers in the subway station, though, those few will be more likely to respond. It’s sort of like that MINI ad campaign Sara wrote about. Out here in the big world, we’re talking just to you, Code Person, and only you get this message. You’re special.

Companies can go after very specialized audiences using tactics once reserved for big-league consumer goods and services. These “inside info” messages are on the main stage for all to see. Some get it, but most of us scratch our heads in confusion. Either way, however, we’re involved.

I’m not sure if big-time marketing of small messages will pay off in traditional media, but I’m certainly paying attention to the experiment.