Should you s H


Is it better to have a niche? Linda Harrison looks at the pros and cons


opping on superyachts and private jets is all part of a day’s work for Nicole Trilivas. A freelance journalist and luxury hotel expert based in London, Trilivas specialises in ultra-high-net-worth travel. It’s a niche that’s


led to her visiting 74 countries – and counting. “My time at a boutique agency specialising in high-end B2B


travel events gave me a rigorous grounding in the luxury travel industry,” says Trilivas, author of Girls Who Travel. “Armed with that insight, I began cold-pitching editors. One


commission led to another, and I’ve spent the past five-plus years working full time as a luxury travel writer, contributing to many of the leading publications across the UK, US and Middle East, including Travel+Leisure, Te Telegraph and Harper’s Bazaar Arabia. “I’ve been fortunate to experience some extraordinary,


once-in-a lifetime assignments, including flying by private jet to St Moritz, test-driving sports cars in Monaco and spending time aboard superyachts in Malta.” While having a niche doesn’t guarantee a jet-set lifestyle, it


can offer unexpected benefits. Jem Collins is a freelance journalist and the director and


editor of Journo Resources, a social enterprise for freelance journalists. Her work on lidos has brought many opportunities. “I’ve spoken on the radio about lidos and been quoted in


books,” explains Collins, who runs the All the Lidos website. “I also got a medium-term social media contract for a lido campaigning organisation as they saw I had expertise in both lidos and social media – the crossover no one predicted.” To niche... or not to niche? If you fear niching risks being


pigeonholed but staying a generalist means you could struggle to stand out, the future may lie in combining the two. “Editors and the industry as a whole want journalism


graduates to be able to do as much as possible in terms of content and the type of content,” says Michelle Rawlins, university teacher and MA journalism programme leader at the School of Information, Journalism and Communication at the University of Sheffield. “Tis can mean covering anything from news, sport, features


or celebrity stories for a multitude of platforms – the web, podcasts, video and TV. It is important to show editors you are adaptable and can do any job you are sent on. “However, if trainee or younger journalists have a niche, it is


good to build this too, so they can show within their portfolio they have a specialism and can be trusted to report on this in a knowledgeable way.”


12 | theJournalist “


One example is Rawlins’ student who loved Formula One. “As well as building up his news and feature-writing portfolio,


he set up a podcast with a group of other students discussing F1 as well as writing freelance pieces for a motorsport outlet,” she says. “Tis knowledge led to him getting a job with Eurosport straight after university, and he now works for Sky Sports.” Plus, your niche can change. Collins says you do not need


too many examples of work to start building yourself up as an expert in a given area. It is fine to pivot and rebrand yourself.


Pros and cons Maria McCarthy decided to move into motoring journalism and make it her specialism in 2007. Tis was prompted by writing her book Te Girls’ Guide to Losing Your L Plates: How to Pass Your Driving Test. She says: “I’d planned the book as a one-off but as I was


writing it I realised there was a significant gap in the market. So much of motoring journalism seemed to be aimed at people who were already car-savvy petrolheads. “I could see how useful it would be to offer clear, accessible


and even entertaining advice to people for whom their car was primarily a metal box in which to get from A to B – but who also wanted to drive safely, avoid being ripped off when buying car insurance and successfully nurse their secondhand Nissan Micra through its MoT. My background was general lifestyle journalism but I found writing about cars fascinating.” Tis has led to broadcast opportunities. “Te BBC and other stations are keen to see women


commenting on what has traditionally been seen as a male-dominated field,” she says. “I’ve carried out over 3,000 radio and TV interviews, including on BBC Breakfast, Good Morning Britain and Woman’s Hour. Tis has brought opportunities to partner with brands. I have no regrets about niching down and am very glad I did.” Kathryn Wheeler is acting editor of Happiful magazine. She


I’ve carried out over 3,000 radio and TV interviews. I have no regrets about niching down and am very


glad I did


believes her niche of mental health and wellbeing has been very beneficial to her career. “I’ve been able to build up an authority in my niche, which


has meant that I’m actively sought out for advice on writing and communication about mental health topics,” says Wheeler. “Tis has allowed me to offer editorial services outside journalism and cross into book publishing.” However, there are drawbacks: “It can sometimes feel a bit


isolating when there aren’t many others out there working in this niche to the same extent. And, while the skills of journalism and editing are transferable, the knowledge base isn’t as much.” Getting known as a specialist can open up new income


sources, such as giving talks and running workshops. It can also require turning down work. Trilivas says: “I’m keen to be regarded as a trusted authority


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