In the last few weeks, we’ve seen the news aggregation site Digg expand its’ focus beyond Technology news in an effort to reach more eyeballs. We’ve also seen Netscape launch a Digg competitor that is also aimed at a wide audience, covering just about every topic you can think of. The macro approach of Digg and Netscape is a pretty clear attempt to compete with large, traditional media websites. Digg is no longer a niche website aimed at a small community of users. It has grown beyond that and is trying to go big time.

What’s interesting to me is that while Digg and Netscape go macro, you have new super-micro Digg clones popping up every day. There are now Digg clones for sports fans, women, marketers, alternative rockers, American Idol freaks, Spanish speaking astronomy enthusiasts, Mozilla addicts, celebrity gossip fans, the MySpace generation, web designers, medical news junkies, soccer fans, environmentalists, video karaoke enthusiasts and PR 2.0 types.

Anyone reading this can use sites like Crispy News to create their own Digg clone in a few minutes. For free.

This space will be interesting to watch in the coming months and years. For Digg, I guess the question will end up being is bigger really better? By expanding its focus and presumably bringing in lots of new, potentially less savvy users, will Digg end up alienating its’ core community? Will people migrate to more focused, micro communities?

I don’t really have an answer here, although I think it is inevitable that Digg will lose some of its soul by expanding so aggressively. We’ll see.

<Came up with the idea for this post by reading this blog entry by Rohit Bhargava.>

About the Author
Todd Zeigler
Todd Zeigler serves as the Brick Factory’s chief strategist and oversees the operations of the firm. In his sixteen year career in digital, he has planned and implemented campaigns for clients including the Pickens Plan, International Youth Foundation, Panthera, Edison Electric Institute, and the American Chemistry Council. Todd develops ambitious online advocacy programs, manages crises, implements online marketing strategies, and develops custom applications and software. He is bad at golf though.