The Internet continues to make it difficult for traditional newspapers to
survive, and some analysts and pundits are predicting that we' ll see the last
print newspaper go to bed for the last time within a generation. Web 2.0,
Social Media and blogging - including citizen journalism - are quickly
becoming the preferred way for many Americans to learn news, read commentary,
and share opinions. It' s no surprise then that Internet advertising dollars
are shifting into the blogosphere - opportunities abound for individuals to
monetize their blogs not only through display ad and pay-per-click ad
placement on their blogs, but also through posts directly sponsored by
advertisers and temporal blog "buys" where a given blog is sponsored by an
advertiser over time. This report investigates the nascent sponsored-blogging
market, how sponsored-blogging works, who the players are and how it makes
Sponsored-Blogging: Opportunities for Pay-for-Post Marketing pulls together
the most pressing issues and considerations into one concise report, providing
key insights and specific recommendations that bloggers, advertisers and ad
networks can put to use immediately. Issues considered in this unique report
include: CPMs relative to other internet ad modes; disclosure and
transparency; mechanics; advertiser/blogger matching networks; market size.
- Sponsored blogging is a nascent, but growing, advertising vehicle with the
potential to represent a substantial share of Internet advertising spending.
It has the potential to be a $2 billion market - 5% of online ad spending - by
- Sponsored blog posts are a unique online advertising vehicle in that they
provide for more text and context than pay-per-click ads or banner ads.
- Typical payments for sponsored blog posts are less than $10. But there are
many things that bloggers and paid-blogging ad networks could do to increase
- As bloggers invest more time and emotion in their blogs, they start to
look ways to make money from blogging.
- Bloggers walk a fine line between adhering to truth in advertising laws
and maintaining a strong, trusting, readership base.
“Bloggers who reported spending 20 or more hours per week on blogging
tend to be making money from their blog (75%) and tend to be getting paid for
blog posts (75%).”
Table of Contents
- What is a Blog?
- The Roots of Blogging
- Who Blogs and Why?
- What is Sponsored-blogging?
- Impacts of Sponsored-blogging
- The Market for Sponsored-blogging
- Number of Blogs and Bloggers
- Average Payment per Sponsored Post
- Sponsored-blogging In-Depth
- Sponsored-blog Ad Network Revenue Models
- Do Follow
- The CPM Box
- Readership Auditing
- Conversation with a Retail Merchandiser