Widening a Niche by Narrowing It

Chef Mario Batali

There’s no denying the fact that Mario Batali is a clever dude. He could have written a cookbook for folks who enjoy tailgate picnics. Instead he looked around and discovered, (perhaps by reading Wikipedia):

NASCAR is one of the most viewed professional sports in terms of television ratings in the United States. In fact, professional football is the only sport in the United States to hold more viewers than NASCAR. Internationally, NASCAR races are broadcast in over 150 countries. NASCAR holds 17 of the top 20 attended single-day sporting events in the world, and claims 75 million fans who purchase over $3 billion in annual licensed product sales.”

Armed with this important information, the ‘Clogged One‘ put together a new publication, Mario Tailgates NASCAR Style — The Essential Cookbook for NASCAR Fans by Chef Mario Batali. By focusing on one segment for his book, he narrowed the market at the same time he widened it. V*E*R*Y C*L*E*V*E*R!

Next time you go to a bookstore, or to Amazon or ecookbooks.com, see how many new bride’s cookbooks have been published lately. Maybe it is not politically correct to use this title, but the National Census Bureau reported the number of marriages in the U.S. annually is: 2,077,000. Over two million! This is a lovely big number. A Beginner’s Cookbook couldn’t hope to sell as many copies as a Bride’s Cookbook that can be given as a gift at every bridal shower or as a gift.