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Ad fever on blogs fuels list-mania


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October 03, 2005

Ad fever on blogs fuels list-mania

Stephen Baker

When you have apparently impressive results on blog advertising, as in the Audi campaign, bloggers are naturally going to be pushing for high rankings in the various listings. Jason Calacanis is passionate on the subject. Ranking, it's clear, equals traffic and money. Josh Hallett asks if anyone can match Audi's success with a story about a notable advertising failure on the blogs.

08:04 AM

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Actually, the ranking pages don't send a lot of traffic. Technorati sends Engadget like 300-400 folks a day--AND THAT'S FOR BEING ON THE HOMEPAGE!!!

What is does do it provide awareness of what blogs are being linked to (aka "talked about").

However, we have blogs with 20x as much traffic LOWER then blogs with just 5% of the traffic on some of these rankings.

Frankly, inbound link is a HORRIBLE way to measure blogs. Traffic is the most important thing in terms of getting advertising.

Posted by: Jason at October 3, 2005 12:09 PM

I think you have this backwards. Surely ranking is a consequence of traffic & money far more than it is a cause? Elvis gets to number one on billboard because people buy the record. A lot less people buy the record because it is number one....

Posted by: John at October 3, 2005 06:25 PM

Advertisers who measure influence by traffic will do themselves a disservice.

A lot of so-called A-list blogs don't have huge numbers of visitors daily. What matters is: who reads, not how many; how long readers spend on the blog; and how many people read the blog on RSS readers instead of visiting the site. Right now, there is no reliable way to measure the number of subscribers to a blog's RSS feeds. Most blogs have several feeds and each reader seems to have a different method for showing subscribers.

Inbound links and trackbacks are important. But there is no accurate way -- including Technorati, whose information is often out of date, or just wrong -- to measure either links or trackbacks right now.

Posted by: B.L. Ochman at October 3, 2005 08:49 PM


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