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Category: Technology Author : Duncan Riley Posted: July 23, 2008
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Call for interest: blog advertising group

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Aaron Brazell has a great video up today on Technosailor, building on an idea I touched on briefly the other day: the limitations individual blogs have in selling ads, and the possibilities of blogs banding together.

Aaron also discusses some collective cross promotion, which has its possibilities (and I know of at least one existing group in that space), but to start with I’d like to throw open a call for interest at least in terms of blog advertising.

If you’ve got a blog say 50-75,000 page views/ month or more, and might be interested in an advertising grouping, drop me a line, or leave a comment. I’m not promising that anything may come of this, but if collectively we can come up with 5-10 sites (or even more) with 100k page views on average each, I’d think it would open up some opportunities.

If you’re in ad sales, or even if you’re an existing blog operator with a sales team and might be interested in selling ads for a 500,000 to 1million page view collective of blogs, feel free to drop me a line as well (note though if we get enough interest I’ll make a formal call in this regard as well). I know personally at least that I have no objection to an existing player taking a cut from advertising sales as long as they were delivering quality, well paying advertising. If you’re a blog network owner for example those extra page views in your sales mix may also help you sell more ads on your own blogs as well.

I’m reminded one of those corny mantras from my corporate past: TEAM = together everyone achieves more! If this doesn’t work out, so be it, but you never know unless your try, stranger things have evolved from such simple ideas in the past :-)


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  • July 23, 2008 at 7:25 pm Charlie Anzman
    Duncan - looking back at a few that I'm familiar with .... Collective-thoughts.com is still around and more recently GrandEffect.com. My own thoughts are pretty well known. I think direct sponsorship of larger blogs is around the corner. (ala PopUrls and others). The downside of co-ops is, in the latter example, there's a few I read regularly and one or two that I think have the potential of tarnishing the others reputations. Food for thought.
  • July 23, 2008 at 7:28 pm Duncan Riley
    Charlie, good points. Prompted by Aaron's video I'm throwing this to the wind if you like to see if there's any interest, the rest will have to follow, but you've got to start somewhere.
  • July 23, 2008 at 7:34 pm Robert Seidman
    Duncan, despite Digg panhandling snarkiness, I'd at least be interested. We're at ~250K/mo even with our summer slump and neither me or Bill (tvbythenumbers.com) are currently writing much. I expect we'll pop back to the 400K range when the fall TV season starts. Right now, our best option seems to be Glam, and I'm so-so on that right now for a few reasons.
  • July 23, 2008 at 7:40 pm Nice Fish Films
    I've been thinking about this for awhile (as an outsider.) Will be watching the comments, developments here. I think I have an option, will report later.
  • July 23, 2008 at 7:48 pm Steven Hodson
    btw Duncan you may be interested in tonights Discussion Points on the blog .. talked about consolidation and advertising (to a lesser degree)
  • July 23, 2008 at 7:51 pm Aaron Brazell
    Steve, listening to your show now. I think you misunderstand the difference between acquisition consolidation (Techcrunch, MAshable, NY Times snarfing up blogs) and alliance consolidation which is more like Technosailor.com and Winextra.com joining forces. I am advocating the second which would create interesting dynamics across the board. I'm going to do another video tomorrow going into more depth on my thoughts tho. Let's keep this conversation going...
  • July 23, 2008 at 7:56 pm TDavid
    Duncan and/or Aaron - consider me possibly interested. Tell me more if/when it goes that far.
  • July 23, 2008 at 7:56 pm Duncan Riley
    Steve, on Aaron's point that's the direction I'm looking at as well. I don't believe that there's some mass consolidation of blogs out there (despite what some are writing) but there's definitely strength in numbers
  • July 23, 2008 at 8:00 pm Steven Hodson
    @Aaron - I look forward to watching it.
  • July 23, 2008 at 8:02 pm Steven Hodson
    @Duncan as I commented on your post I currently fall below your suggested threashold for membership but I'll be back when that happens :)
  • July 23, 2008 at 8:03 pm Robert Seidman
    Duncan, if you're looking at an affiliated alliance rather than roll-ups that makes sense, but what ad serving tech is out there to easily/cheaply support that?
  • July 23, 2008 at 8:04 pm Aaron Brazell
    Robert- A member blogger who is well connected and has experience? :-p Or someone who wants to sell 2M pages of consolidates pageviews direct for a cut... bunch of options there.
  • July 23, 2008 at 8:10 pm Robert Seidman
    Aaron, it conceptually makes sense to me, especially selling all the page views in bulk. I'm trying to understand how the serving of the ads would be administered, how the inventory would be allocated, etc.
  • July 23, 2008 at 8:11 pm Charlie Anzman
    Duncan, Aaron - Appreciate being kept in the loop here (even thought I don't monetize currently). Aaron's right. There's a lot of ways to handle it.
  • July 23, 2008 at 8:23 pm Duncan Riley
    Robert, at this stage I'm not really thinking in terms of tech yet, although that's something that may need to be looked at depending on the interest. I'm betting that with 500k-1m or more page views, a player out there, be it an individual or company in ad sales, or even an existing blog network/ owner, may consider selling them for the group as part of their current mix. Scale works at the top end as well, so everyone wins (the bigger the overall pool ,the easier it is usually to sell against it)
  • July 23, 2008 at 9:05 pm Duncan Riley
    Steve, listening to your podcast. Key for this idea is to keep voices independent. Doesn't mean that ad sales have to be though, indeed being able to bring in more money will help keep individual voices
  • July 23, 2008 at 9:23 pm Steven Hodson
    @Duncan concerning the "how to serve" I remember seeing this before but had to hunt up the link .http://www.openx.org/..
  • July 23, 2008 at 9:30 pm Duncan Riley
    Steve, OpenX is a pain. Cheap, but a pain none the less
  • July 23, 2008 at 9:44 pm Ross Maguire
    Duncan, this is what we loosely discussed on UStream a while back. I have spoken, briefly with Cam on this subject and actually progressed down the road to developing a workable model for it. My site is now in the million plus page views per month, and is starting to get more interest.
  • July 23, 2008 at 9:47 pm Preston Koerner
    I'm interested although I'm not really in the tech industry ... doing over 120k pvs on average (and growing).

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