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May 03, 2005

Blogs Make a Stab at Going Mainstream

The New York Sun notices the "Pajamas Media" venture of Blair, Simon, Reynolds, Charles "LGF" Johnson, Wretchard et. al:

In a dramatic sign that Web logs are going mainstream, three of the largest political blogs are banding together to form what is believed to be a first-of-its kind ad-supported network.

...

The venture will be called Pajamas Media, a not-so-subtle reference to the September remarks of a CNN executive, Jonathan Klein, who said a typical blogger has "no checks and balances" and is just "a guy sitting in his living room in his pajamas."

No launch date has been set.

...

The LittleGreenFootballs blogger, Charles Johnson, said the challenge is to keep the freewheeling character of a popular blog - where opinions and criticism are given freely - while meeting high standards and aggressively pursuing stories.

"Look at how blogs, with no coordination and limited money, scooped major papers and the networks on stories like Dan Rather, Eason Jordan, and the tsunami," he said.

Blah blah blah. Here's the part that interests me:

...

Mr. Hespos said that with attractive demographics, a popular blogger can make between $4,000 and $5,000 a month, which he said makes blogs economically viable. Based on standard rates of between $10 and $15 per thousand page views, he said it shouldn't be difficult to get Pajama Media's blog network into the $5,000-a-month range to start. Moreover, if the venture manages to gather page views going into the millions, the revenues could easily increase to between $12,000 and $15,000 per month.

They've signed up 180 blogs and counting for the deal. And Simon notes that blogs are taking off while the legacy media continues to lose marketshare.

Thanks to the Hotline's Blogometer.


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posted by Ace at 01:23 PM

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