BlogAds now includes 17 ad alliances or networks, clusters of blogs with common themes banding together to attract advertisers. For instance, an advertiser can buy a week’s worth of ads across 24 New York blogs for $711 with just one transaction or a week’s worth of adstrips on 28 baseball blogs for $905. It allows advertisers to reach a bigger, yet still targeted audience without searching through hundreds of blogs. The 10-blog music network claims to reach more than 1.6 million uniques over a month for the cost of $2,007; RollingStone.com claims 2.6 million. Henry Copeland tells Media Post’s Shankar Gupta that the mini-nets also lessens the workload on the sales side.
Meanwhile, John Battelle is talking up FM Publishing (FM as in Federated Media), the blog network he plans to launch later this year, possibly in the fall; he says a round of angel financing may close this week. Jason Calacanis live-blogged Battelle’s remarks at OMMA West live; fun to read a likely competitor’s stream-of-conscious take. MediaPost has the straight take. Battelle hopes to launch FM with 10-20 tech-related blogs including Boing Boing and his own SearchBlog and that he is only inviting “high-quality, high-authority” blogs into the network. He’s not trying to launch blogs but looking for established authors. The relationship won’t be exclusive and bloggers will retain their own IP — and, I would guess, liabilities.
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