Getting Granular: The DigitalGrit Blog

Monetizing Blogs

This has been a hot issue for a while now. Sure, everybody loves blogging - 8 million Americans are doing it - and millions more are reading blogs. (Apparently, 27% of Internet users are reading blogs, according to Pew.)

But can you really make money with blogs? Sure they're great for branding, they add a fabulously sticky element to your site, they're awesome for PR, etc., etc. -- but when it comes to the bottom line, do they create quantifiable return on investment? (Debbie Weil has a whole blog on this topic.)

The obvious solution to the problem would be to have advertising on your blog. But here's the caveat: The hottest blogs are the most controversial. And in the age of Howard Stern and Sinclair Broadcasting, advertisers who'll pay big bucks will generally steer clear of controversy. While edgy Gawker has its share of advertisers, it's also a beeline target to the 18-24, reality TV set. In terms of successful blogs, I'd say it's the exception, rather than the rule, as is MarketingVox. (But then, I haven't seen either company's tax return.)

The second-most obvious solution would be to enlist Google AdSense to serve up some advertising revenue. While you may not make big bucks, you'd certainly make a few, assuming your blog is reasonable popular. And yet, there are snafus here, too, as MediaPost reported this morning. It seems relevant is not always relevant, especially when you're publishing a politically conservative blog. (Let's face it, when you you do a search on George W. Bush, you'll probably end up with more roasting than toasting in your results. 'Tis the way of the Web.)

Plugging affiliate products might be another solution, but I wonder if that wouldn't sour  blog devotees. Having subscribed to several list servs over the years, I know how product plugging on, say, the Online-Ads list always fell flat. I imagine the same would hold true on blogs. I suppose bloggers would just have to be conservative -- and upfront about their intentions -- if they went this route.

Monetizing blogs? We'll find a way to do it, I'm sure. Right now, we need to think of them more as direct marketing than direct response,

Monetizing Blogs

This has been a hot issue for a while now. Sure, everybody loves blogging - 8 million Americans are doing it - and millions more are reading blogs. (Apparently, 27% of Internet users are reading blogs, according to Pew.)

But can you really make money with blogs? Sure they're great for branding, they add a fabulously sticky element to your site, they're awesome for PR, etc., etc. -- but when it comes to the bottom line, do they create quantifiable return on investment? (Debbie Weil has a whole blog on this topic.)

The obvious solution to the problem would be to have advertising on your blog. But here's the caveat: The hottest blogs are the most controversial. And in the age of Howard Stern and Sinclair Broadcasting, advertisers who'll pay big bucks will generally steer clear of controversy. While edgy Gawker has its share of advertisers, it's also a beeline target to the 18-24, reality TV set. In terms of successful blogs, I'd say it's the exception, rather than the rule, as is MarketingVox. (But then, I haven't seen either company's tax return.)

The second-most obvious solution would be to enlist Google AdSense to serve up some advertising revenue. While you may not make big bucks, you'd certainly make a few, assuming your blog is reasonable popular. And yet, there are snafus here, too, as MediaPost reported this morning. It seems relevant is not always relevant, especially when you're publishing a politically conservative blog. (Let's face it, when you you do a search on George W. Bush, you'll probably end up with more roasting than toasting in your results. 'Tis the way of the Web.)

Plugging affiliate products might be another solution, but I wonder if that wouldn't sour  blog devotees. Having subscribed to several list servs over the years, I know how product plugging on, say, the Online-Ads list always fell flat. I imagine the same would hold true on blogs. I suppose bloggers would just have to be conservative -- and upfront about their intentions -- if they went this route.

Monetizing blogs? We'll find a way to do it, I'm sure. Right now, we need to think of them more as direct marketing than direct response,

Caring Web: The Affiliate Side

Just a follow up to my post a few days ago listing how the Web's most popular sites have contributed to the relief efforts in South Asia. Shawn Collins, the affiliate luminary, details the donations from the affiliate side on his blog.

Caring Web: The Affiliate Side

Just a follow up to my post a few days ago listing how the Web's most popular sites have contributed to the relief efforts in South Asia. Shawn Collins, the affiliate luminary, details the donations from the affiliate side on his blog.

PS to the last post....

I love a little controversy: AdBumb just published a very interesting editorial on going global with your site. You can view it here: http://www.adbumb.com/adbumb142.html. (And take a look at AdBumb's spiffy new redesign, while you're at it!)

Editrix Elizabeth Hines is frank as a blogger in her assessment of American Web businesses, and I'm curious to hear what others think about this.

Spare me from looking like Ashlee Simpson at the Orange Bowl and post your comments!

PS to the last post....

I love a little controversy: AdBumb just published a very interesting editorial on going global with your site. You can view it here: http://www.adbumb.com/adbumb142.html. (And take a look at AdBumb's spiffy new redesign, while you're at it!)

Editrix Elizabeth Hines is frank as a blogger in her assessment of American Web businesses, and I'm curious to hear what others think about this.

Spare me from looking like Ashlee Simpson at the Orange Bowl and post your comments!

The Caring Web: An interesting start to '05

While 2004 ended with one of the planet's worst-ever natural disasters, 2005 seems to be opening with the promise of hope -- even in the online world:

• Google announced that it's starting its own charitable foundation. The organization will share 1% of Google's equity and profits. And considering that their stock was over $196 this morning, that promises to be fair contribution.
• Yahoo donated a storefront which has collected over $5 million for the American Red Cross as of this morning.
• Amazingly, Amazon has collected over $14 million for the ARC on their site. They've posted a prominent button on their homepage which leads right to a disaster relief page.
• AOL is featuring a link to Network for Good for tsunami aid and MSN has a bold red link on its homepage, which leads to an MSNBC page collecting for CARE and the Red Cross. eBay is also pitching in.
• Other online sites are collecting much needed funds as well. Sites for the Red Cross and Doctors Without Borders are receiving a good deal of publicity both online and off.
• The US government has posted a list of reputable charities accepting online donations.

It's inspiring to see the World Wide Web (literally) pulling together to aid those affected by the disaster in South Asia. In an industry associated more with excess than charity, this amazing effort is especially resonant.

....but then, of course, you've got stories like this one, about the kid in Toronto trying to sell the domain name "tsunamirelief.com" for $50,000 on eBay. It sullies the good name of netizens everywhere. Unless, of course, he really is trying to raise the money for charity, as his mother contends.

Even so,  I remain optimistic about 2005. With the industry leaders paving the way, this could be a very different -- and very exciting -- year.

The Caring Web: An interesting start to '05

While 2004 ended with one of the planet's worst-ever natural disasters, 2005 seems to be opening with the promise of hope -- even in the online world:

• Google announced that it's starting its own charitable foundation. The organization will share 1% of Google's equity and profits. And considering that their stock was over $196 this morning, that promises to be fair contribution.
• Yahoo donated a storefront which has collected over $5 million for the American Red Cross as of this morning.
• Amazingly, Amazon has collected over $14 million for the ARC on their site. They've posted a prominent button on their homepage which leads right to a disaster relief page.
• AOL is featuring a link to Network for Good for tsunami aid and MSN has a bold red link on its homepage, which leads to an MSNBC page collecting for CARE and the Red Cross. eBay is also pitching in.
• Other online sites are collecting much needed funds as well. Sites for the Red Cross and Doctors Without Borders are receiving a good deal of publicity both online and off.
• The US government has posted a list of reputable charities accepting online donations.

It's inspiring to see the World Wide Web (literally) pulling together to aid those affected by the disaster in South Asia. In an industry associated more with excess than charity, this amazing effort is especially resonant.

....but then, of course, you've got stories like this one, about the kid in Toronto trying to sell the domain name "tsunamirelief.com" for $50,000 on eBay. It sullies the good name of netizens everywhere. Unless, of course, he really is trying to raise the money for charity, as his mother contends.

Even so,  I remain optimistic about 2005. With the industry leaders paving the way, this could be a very different -- and very exciting -- year.