There appears to be a growing trend in the social networking industry. Marketers appear to be targeting site's with smaller, niche memberships more so now than ever before.
According to eMarketer, last year advertisers spent $920 million on advertising within social networks - and of that amount, 8.2 percent went to niche networks. This year it is estimated that spending will increase to $2.1 billion, and the take for smaller networks will rise to 10%. This is due to what is perceived as an improved return on investment for an advertiser's marketing dollar through secondary social channels.
Sometimes it seems like there is already an overwhelming number of social networks out there, and it seems to just keep growing every time you look. But with data now showing that marketers are willing to look at the general demographic of a membership before purchasing ad spots, don't be surprised to see even more niches getting a network this year.