Are Bloggers Media? Yes, and They Make More $ Than You 1


(Not only are bloggers – like Michael Arrington of TechCrunch – media, they’re also making more $ than the mainstream press)

By Kyle Austin

A few weeks ago Todd Defren at Pr Squared posed the question – Are Bloggers Media? His conclusion: Although they are not media, they are just as important (maybe more) and just as influential. While I can’t argue with his final two points, I will argue with his take on bloggers not being “media.” In my humble opinion, bloggers must be treated as part of the “media landscape,” and therefore are media.

I was chatting with Sam Whitmore (who has a great new partnership with Cision BTW) last week and together we surmised that bloggers have been “media” for years. Sure, they are different then the mainstream media, but as Todd also pointed out (with help from Paul Gillin): Bloggers often know more about specific topics then reporters and are often more influential with targeted audiences. In addition, while bloggers may not have editors and the journalism code of ethics, they do have the blogosphere to keep them in-line. This self-policing, which Dave Winer often cites, also adds to their media integrity.

Adding to this media integrity is validation (in the form of numbers) from Technorati’s “State of the Blogosphere Report,” which was released today. Here are some interesting points:

  • About 95 of the top 100 newspapers now have reporter blogs.
  • In the month of August 77 million unique visitors from the US visited a blog.
  • In the last 120 days there were 7.4 million blog posts generated.
  • On average there was 1.5 million blog posts created per week last year.
  • 61% of bloggers say they are most influenced by other bloggers.
  • Bloggers have been at it an average of three years and are collectively creating close to one million posts every day.
  •  Blogs have representation in top-10 web site lists across all key categories, and have become integral to the media ecosystem.
  • Among those with advertising, the mean annual investment in their blog is $1,800, but it’s paying off. The mean annual revenue is $6,000 with $75K+ in revenue for those with 100,000 or more unique visitors per month.

In addition to the numbers here is what Technorati CEO Richard Jalichandra had to say about this year’s numbers versus previous reports.

“Blogs are media. That is the difference now. They are as relevant as the New York Times or the Wall Street Journal. The blogger with 5,000 readers may be just as credible a source of information for those 5,000 people as anyone else.”

Tomorrow, RaceTalk will spend six hours with Scoble, considered by many to be one of the top five bloggers / media influencers in the technology industry. Look forward to sharing our additional thoughts on this topic (assuming we make it through the day) tomorrow night.


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