You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Niche Brands Should Embrace Big Market for Offbeat Content In Era of Democratized Media, Dull Entertainment Reigns; Give Consumers Reason to Think You're Hip By Alan Wolk, Published on October 12, 2009 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.