2025 Niche Media Conference: Google Zero means building the owned audience
A growing sense of urgency is bubbling up in the niche media industry about aggressively growing the owned audience, or, simply put, the email list.
At the 2025 Niche Media Conference, audience expert Melissa Chowning, head of Twenty First Digital (TFD), told attendees that they should start measuring their audience in a different way than the old model of counting visitors and impressions.
“What is your total owned audience as a percentage of web traffic?” she asked.
“If it is 20% now, can it be 50% next year?”
She was not alone.
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