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Monday, June 13, 2005

Blog Aggregation 

Answering the "Blogs Don't Scale" Dilemma

Shore Communications blogger Jean Bedord comments on John Battelle's FM Publishing, which will "aggregate high authority blogs into an advertising network, focusing initially on technology arena. This will be a win-win situation for both advertisers and bloggers as publishers, since large advertisers have difficulty dealing with individual blogs, and bloggers want to retain control over the advertising that would appear on their site."

B2b publishers should be doing this on their websites, pulling together the top bloggers covering their market/markets, and sharing a piece of the ad revenue. See Paul Conley for an idea of how to do this in the agriculture market.

Aggregation provides the possibility of a realistic revenue stream for blogs. It's the business model behind Gawker Media. There's a German version in the works (note: Hugo Martin's post is in German. You can right click and 'translate this page' to get a reasonable facsimile of a translation.)

But most important, aggregating relevant blogs can help a b2b media company build web traffic, increase the relevance and importance of its websites and avoid disintermediation by new media publishing tools.

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