Blogs have a lot of buzz, but there's still considerable debate about whether that can translate into profits.
While
many blogs remain little more than amateur diaries, several bloggers
have tried to parlay their online ramblings into branded businesses.
One, Jason Calacanis, co-founded Weblogs Inc., a network of blogging
sites that was acquired last year by AOL. Mr. Calacanis has been an
outspoken proponent of blogs as business vehicles, arguing that quality
content can drive enough traffic to attract advertisers.
But
longtime Internet entrepreneur Alan Meckler is skeptical. Mr. Meckler,
who is chief executive of Jupitermedia Inc., believes that some blogs
may achieve a measure of success, but doubts most blogs will be able to
generate meaningful profits.
Today you can start a blog, build an
audience, and give the advertising slots to AdBrite or Google AdSense.
With three or four ad slots you're gonna do a $3 to $10 RPM (revenue per
1,000 pages viewed) with these automated tools on average. So, if you
can do 500,000 pages a month -- which isn't easy -- you can make $1,500
to $5,000 a month. That's today and without a sales person. That number
will go up over time and some folks might even be able to hire a
dedicated sales person at some point. Solo blogging is starting to pay
rates similar to the smaller media outlets (think local newspaper or a
small magazine). Walt Mossberg might not be running out the door to
start a blog, but it's only a matter of time in my mind.
Alan Meckler writes:
Jason, good stuff as usual for one so sharp and original! But look at
the number you have in your reply --- 500,000 per month (page views) is
virtually unattainable for 99.999% of all bloggers.
My
blog only gets about 300,000 per month -- so with your model I might
make enough money per month to buy a candy bar. And I have the advantage
of getting promotion through the Internet.com home page as well as many
links to other bloggers.
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