In a competitive market, the market leaders pick all the low-hanging fruit and make it difficult for newcomers to get established. However, if you target a niche within an overall market demographic, you can successfully compete within this niche.

For example, pet owners are a wide demographic. New puppy owners are a niche within this demographic; the  owners of exotic pets are another niche. In the new home market, the buyers of second homes and investment properties are niches.

Any demographic can be compartmentalized in many ways into many different niches.

Before the advent of RSS targeting these niches was time-consuming and expensive. Using RSS, you can speak directly to your niches, and address their needs.