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Aquantive CEO sees mainstream blogs gaining ads

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May 12, 2005

Aquantive CEO sees mainstream blogs gaining ads

Stephen Baker

Brian McAndrews, ceo of Internet marketing powerhouse Aquantive, just stopped by our offices. When I asked about blog advertising, he predicted that branded mainstream media blogs would pick up a fair share of the business. (I know, coming from a BusinessWeek blog this might sound suspiciously self serving. But I didn't prompt him.)

His reasoning: Advertisers trust that the content will stay within certain bounds. "They'll be more comfortable there." Still, he acknowledges the risk that comments, even on mainstream sites, will criticize an advertiser. The other risk, of course, is that by settling for MSM blogs, advertisers will sacrifice the power and reach of the blogs that have proven themselves in the blog world.

The closest thing to a mainstream network these days, McAndrews says, is the Gawker group. "There aren't that many others that you can count on," he says.

Is this true? Or is Gawker just the only one people write about?

04:31 PM


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? Aquantive CEO: Advertisers More Comfortable on MSM Blogs from

McAndrews is probably correct that the MSM will get some blog ads. However, the advertisers will want to be where the readers are so if some non-MSM blogs can get enough visitors then they should eventually get ad revenues as well. Also, blogs can netw... [Read More]

Tracked on May 13, 2005 01:36 AM is another large blog conglomerate, but I don't see nearly as much press about them as Gawker Media...

Posted by: Brad at May 12, 2005 09:15 PM

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