SpectatorBytes

For content producers and providers, the Web is bound to create significant value in the middle. Much has been said about the Web’s long-tail over the past few years, and certainly many companies are focused on the “head” since most offline models have been built around the “head”. However, the middle – which some call it the torso, others the sweet spot and Jon Miller calls the expanding middle – is where I expect most of the value will be generated on the Web over the next few years.

The Web provides an opportunity to aggregate smaller but high value audiences with whom advertisers will be seeking to build relationships. If you think about it, cable networks created significant value in the 1990s and early 2000s. The middle of the Web can be thought of as the next level of audience targeting.

The middle will enable advertisers an ability to more precisely reach attractive audiences. More importantly, they will be able to reach high-quality audiences that are engaged given the 2-way nature of the Web. Advertisers will not be able to reach these audiences with the level of precision and efficiency that the Web offers anywhere else. It will take some time before content providers in the “middle” can win over advertisers. It took quite some time for cable networks to do so. Nevertheless, they finally will as these audiences begin to use less traditional media and more the Web.

I expect many models that have been tried for the Web at large to focus on being tailored for the “middle.” High quality-only news aggregation services, tailored/invite-only social networks, search (such as Mahalo.com) and discovery services etc. The middle of the Web is not new. It has been there for quite some time. Yet, it is about to get further momentum as the Web increasingly needs to be further organized and packaged for consumers. Traditional talent is finally committing to the Web and see the middle as the place that can change current economic dynamics. This will ultimately help make the middle mainstream.

This is not to say that long-tail businesses will not create/capture value. They will. Yet, the middle is where I expect most of the action will be in the coming years.

The Web will increasingly become “Fat”….which in some cultures is a sign of wealth. My father says it better: Fat is the best part.