Power Blogging is Exciting, but Is It a Business?

By on 02/26/2008 10:20 AM @beet_tv

While the development of independent and niche publishers has been pervasive with some taking the editorial mantel of expertise and influence from mainstream media, the financial prospects of power bloggers are not at all clear, says Jason Pontin, editor and publisher MIT’s Technology Review.  Jason was the longtime editor of Red Herring which chronicled the last tech/media boom.

Jason believes that niche publishers need to adopt a multi-level approach to revenue generation.  I agree; these can include research, job boards, training, custom content, events and other services.

We have seen some very creative approaches to multi-level business from paidContent, GigOM, AlwaysOn and TechCrunch.

Mediabistro created huge value, not as a blog network but as a job and training business.

The bottom line is, don’t wait around to sell ads on a cost per impression basis.  The dollars are not there and may never be, Jason cautions us.

– Andy Plesser

Recent Videos
image
“AdBlocking Goes Mainstream” and Video Publishers are Severely impacted, PageFair/Adobe Study...

COLOGNE – The use of adblocking software by consumers, which disables banner ads also disables in-stream video ads, is on a rapid increase.   Some 27 percent of U.S. Internet users use some sort of adblocking solution when browsing, according to a study done by Dublin-based PageFair in collaboration ...

image
WPP Ups Investment in AppNexus as “The only alternative to align with Facebook or Google,” Martin...

WPP, the world’s largest adverting holding company is upping its investment in ad tech company AppNexus with a $25 million investment and will use the AppNexus technology to sell ads, the companies announced today. In an interview with the Wall Street Journal, WPP CEO Martin Sorrell says, “The only ...

image
Comcast Acquisition is Powering FreeWheel’s Global Expansion

COLOGNE – Video ad management platform FreeWheel is looking to international and ecosystem growth following its recent acquisition by cable operator Comcast. “We’re powering ad decisioning and management for 90% of broadcast community in the US,” FreeWheel’s global solutions and ...

image
Multiple Currencies will Drive Programmatic Video Growth, LiveRail’s Arnstein

COLOGNE — With Nielsen’s OCR, comScore’s vCE and others vying to be the yard stick by which buyers and sellers measure online advertising, is the industry approaching a Betamax moment, in which a single standard will win out? That doesn’t need to happen, says one digital ad exec. ...

image
Death Of TV Is Greatly Exaggerated: GroupM’s Rob Norman

COLOGNE — Some digital media transitions aren’t that pronounced and TV isn’t such a problematic medium after all, says one of the leading ad agencies’ top digital thinkers. “It’s very easy … to take a view that the fast-streaming, uninterruptable, buffer-free, ...

image
Brightcove’s New Player Fights Ad-Blockers

AMSTERDAM — Video technology vendor Brightcove last week unveiled Perform, a new service offering publishers its HTML5 video player with analytics, content protection and ad insertion built in. One other feature signifies a war on the ad blockers: “By being able to circumvent ad blockers, we ...

image
Yahoo Evolves Branded Content Approach with Tumblr

COLOGNE  – Yahoo has been involved in branded content for many years, but its strategy has evolved in recent months to become more tailored and also tumblr-centric, says Patrick Albano, VP and Head of Advertising Solutions at Yahoo EMEA, in an interview with Beet.TV. Yahoo purchased tumblr last year ...

image
Programmatic Video ‘Three Years Behind Display’: Videoplaza’s Muehle

AMSTERDAM – So-called “programmatic” techniques for controlling and targeting online ad trading are already revolutionizing sales of static display ads; but video is later to the ad-tech party. Display has been like this for a while. Video is two to three years behind,” London- and ...

518417638_1_648_367
HTML5 Video Caters To Savvy Scandinavians: Smartcom:TV’s Larssen

AMSTERDAM — Scandinavian consumers are ahead of the curve when it comes to technology adoption – and that means the video industry must cater for what is one of the world’s first mobile-viewing markets, says one exec from the sector. “We are early movers in the technical industry; our ...

518417263_1_648_367
Opera Sees HTML5 As Cure For Video Fragmentation

AMSTERDAM — Everyone knows how splintered the online video industry is. Opera Software, a veteran web browser maker, reckons TV can learn a thing or two from web standards. “The big problem in the TV market is, everything is fragmented,” Opera Software product management VP Frode Hernes ...

image
Data-Driven Advertising & Targeting Spur Online Video Spending, Forrester’s Joyce

COLOGNE, Germany — Data and addressability are two trends that are driving increased spending in online video, but also are posing challenges for the business, says Richard Joyce, Senior Analyst with Forrester Research, in an interview with Ashley J. Swartz, Founder and CEO of Furious Minds for ...

image
Premium And Long-Tail Video Are Blending: Brightcove’s Jain

AMSTERDAM — The highs and lows of video content production are colliding as amateur and pro-am producers start making output that looks increasingly good to broadcast execs. “One really interesting thing is the democratization of content,” Brightcove media SVP and GM Anil Jain tells ...

loader