What do I keep telling you people? Yes, buying out the ad inventory for a day on Yahoo! or something like that might get lots of big numbers that make everyone feel as comfortable as they get when you tell them they're buying a TV spot. But smaller sites can be just as effective because, by the nature of their specialized niche appeal, they attract a very powerful and passionate audience. The results of a new study back that up by drawing a nice line between sites that attract a loyal - if small - audience and that audiences engagement with the ads being displayed. These are the sites that people are finding when they run Google searches looking for something specific, or they're in an area of interest that means people are visiting them often or subscribing to their RSS feeds. There needs to be at least some attention paid to these small sites since many of them accept advertising.
