Outline for breakfast next week in NY | Blogads

Outline for breakfast next week in NY

by henrycopeland
Wednesday, September 15th, 2004

I’m speaking next Wednesday at Alan Brody’s iBreakfast in NY. Here’s a draft outline of my ten minutes fast-talking. Will be working to simplify.

Blogger advantages over corporate publishers:
* link network
— 10 newspaper readers now 45-synapse blogosphere
— expensive distribution & marketing now free
* voice
— authentic, direct
— relentless
* partisanship
— great newspapers were partisan, founded around war or political causes (“neutrality” concocted by AP business folk)
— great blogs dynamized by partisans, enemies, trolls

* blogs get 100 times more traffic per keystroke than traditional media…
* some individual bloggers equal audience of $200 mln newspaper chains
* some bloggers net $10,000 (Drudge gets estimated $100,000) a month in ad revenue, growing 15%/month

Blogs open new advertising dimensions
* extra room to communicate (versus portal) = more nuances
* feedback and ricochets (versus control) = more buzz
* audience affinity (versus demographics) = more traction
* affordable (versus high overheads of publishers) = useful for entrepreneurs, causes

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