Defining The Blog Universe

Lots of energy is being dispelled on forming business models for blog advertising and the like with very little real knowledge of the size of the pool. The Online Journal’s Carl Bialik took on the daunting task of crunching the numbers. He excludes private blogs, counting only those open to public viewing, but suggests the real relevant number is blog posts. Technorati counts 800,000-900,000 a day; BlogPulse says between 350,000 and 450,000 and the number remeins constant despite the increase in the number of blogs. A lot of detail to plow through but one item sticks out: Bialik asked ComScore Media Metrix to look up traffoc for 13 blogs in April — only five met the service’s ratings minimum requirement of 150,000 uniques a month. (Gawker, 304,000; Defamer, 287,000, Boing Boing 250,000, Daily Kos, 212,000 and Gizmodo, 209,000.)

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