How to Build a Blogging Empire
Anita Sharpe on Business
Just curious -- how many regular bloggers expect their sites to become big money-makers?
In case you missed it, there was an interesting piece in yesterday's New York Times about the prospect of turning well-trafficked sites such as Gawker into a new kind of media empire.
In typical form, Nick Denton, publisher of Gawker Media, scoffs at the prospect. 'The hype comes from unemployed or partially employed marketing professioals and people who never made it as journalists wanting to believe,' Denton tells the Times.
Still, Denton admits that he is aggregating sites to better appeal to advertisers. And he actually pays bloggers, whom he calls 'editors,' about $2,500 a month to write at least 12 compelling posts a day, according to the Times. Advertisers pay between $4 and $50 for every 1,000 times an ad is seen by visitors.
But Denton insists the prospects of the blogging business aren't huge. 'If you take the amount of attention that has been devoted in the last year to Web logs as a business and something that's going to change business and compare that with the real effect and the real money, it's totally disproportionate,' he says.
Do you agree?