24 October 2005

Separating the Blog Stars from the Blog Dogs

The title of a recent Gary Stein post made me laugh, "Are Blogs the Ad Inventory Solution?" Poor old blogs -- the butt of every joke these days! When Gary takes his tongue out of his cheek, he offers up some sound advice: Amidst all the hype around blogs, all 19-odd million of them, it's crucial to separate the stars from the dogs before you invest big ad dollars in them:

the write up of the sale of WebLogs, Inc to AOL has BusinessWeek writing about blogs as fantastic source of ad inventory. Advertisers might take heart in this fact, but the existence of blog ad inventory should be taken with a huge dose of caution by advertisers, and their decision to advertise needs to come down to one critical factor: quality.


  • Thanks for the link. I didn't note it in the post, but these branded-networks, such as FM will go along way toward ensuring quality. It's a good, non-technical solution, because its simply built upon solid blog-brands.

    By Blogger Gary Stein, at 6:56 AM  

  • An important question I have is, how do you become one of the stars and avoid being a dog?

    Rookie blogger that I am, I'm having enough trouble wondering if people are even reading my blog, let alone qualifying whether it's worthy of the blog space that it occupies!

    By Blogger Mostskillz, at 9:29 AM  

  • Elton: I'm a rookie blogger too! But I'm a veteran reader & news consumer, and, IMHO, the rules for stars are the same in the blogosphere as they are elsewhere: Integrity to the facts, quality writing, transparency, and respect from the leaders of your sector. As we look for blog authors to bring into the FM family, here's what we look for, in the words of the co-founding editor of Wired: FM Mores.

    By Blogger Chas Edwards, at 9:10 PM  

  • This comment has been removed by a blog administrator.

    By Blogger Chas Edwards, at 9:11 PM  

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