"I never try to hide the fact that I am writing about an advertiser," she said in an e-mail statement. "But I also don't apologize for accepting advertising, and I make it clear that just like everyone else I have to earn a living and pay the expenses of keeping the site going." -- Anita Campbell as quoted in the NYT
 
Right on Anita!  In her post "Business Bloggers No Longer Rebels" Anita talks about the tremendous sea change in blogging this year ... we're mainstream.  Not only are we mainstream, but companies like AT&T, Audi, and others have figured out that our blogs are great places for advertising.
 
Anita, like me, has ads on her site.  The ads bring her a little income to help defray the cost of business, maybe even pay for a nice dinner out.  Ads by AdGenta.comHer ads are pretty targeted.  Mine are keyword-driven.  Bottom line ... we accept ads on our blogs and our readers, generally accept them too.
 
As much as we talk about the growth in online advertising in 2005, we have to stress that while advertising on "general" websites is increasing, advertising on blogs is just getting started.

To be sure, most blog writers do not make any money, and those who do often make only enough to pay their site fees. There are now at least 21.5 million Web logs worldwide, according to Technorati, a company that tracks blog postings. Many blogs remain primarily personal postings that Internet users pursue purely because of their own interests.

Still, large numbers of online writers are interested in making money. -- NYT article "As Corporate Ad Money Flows Their Way, Bloggers Risk Their Rebel Reputation"

True blogs are in many ways still the rebels of the Internet.  Funny, though, that's why a lot of them are popular.  Hmm.  I don't think I'd call myself a rebel, but I certainly try to speak my mind (I sense Fred cringing at that).  I think that might be the biggest challenge for advertisers to swallow.  Bloggers don't stay "on message".  Bloggers, generally, don't do well with being told what they can't say ... that will generally get blogged and that looks even worse.

Let's look at the other side of the coin.  Blogs are now the place to get expert analysis.  Blogs are the place to read what some of the top thinkers in virtually any industry are saying about a topic or issue.  Makes perfect sense to advertise on a blog.  Bloggers who have a niche, say business or marketing, are great for related ads.  Generalists might do better with keyword ads.  The bottom line though, is that blogs are a virtually untapped advertising market.  2005, blogs go mainstream.  2006 ... blogs become vehicles for income.

Who's ready?

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