Last year the total spent on blog advertising in the United States was a mere $411 million, according to researcher eMarketer. That represents only a sliver of the $23.7 billion spent on U.S. Internet ads last year, which is itself only a fraction of the $276.8 billion spent on all forms of advertising in the U.S. By 2012 blog ad spending will reach $746 million, while overall online ad spending will hit $32 billion, eMarketer says. More money was spent on e-mail advertising last year than was spent on blog advertising—yet you don’t see anyone touting e-mail as the next big billion-dollar media business.
Advertisers shy away from blogs because they’re too unpredictable and because few blogs attract anything approaching a mass audience—and even those that do face so much competition that ad rates remain pitifully low. “A lot of expectations are coming down in terms of monetizing social media,” says Paul Verna, an analyst with eMarketer. ” People have not figured out a clear way to monetize some of these vehicles.” The bad economy compounds the problem, Verna says, but the real issue is “the lack of a clear business model that can generate substantial revenues.”
Ele pode ser esquentado demais pro teu gosto, mas o Daniel Lyons é um sujeito que pega na ferida aberta, seja do lado de quem consome a mídia como de quem a faz. O alvo da vez na Newsweek é a monetização da blogosfera.
Eu de vez em quando corro os olhos pelo texto que ele escreveu sobre o atual cenário de redações e me surpreendo o quão fácil o cara colocou em palavras um sentimento comum naquela fase “primeiros anos pór-formatura”.
O cara não tem só senso de humor. Tem também dois pés no chão.