...or why you shouldn't blog tired at 10:30 PM.  Last night I felt compelled to write about Paul's post--this should've been a warning sign--and this is what I cranked out-- Moving blogs beyond the hype.  A good friend kindly pointed out to me that he didn't like the post.  Okay, fine, no problem.  The problem is that he didn't like it because I didn't express myself well enough to get my point across.  I won't say he misinterpreted it, because if you read the post, yeah, I blew it.

 In a word- "Overheads".

1. A blogvertising campaign needs three things: an engaging blogger, an internet connection, and the cost of getting eyeballs in front of the homepage.
2. A traditional advertising campaign needs all sort of expensive stuff. Besides the expensive media and the insanely expensive production (they only REALLY want to sell you TV, let's stop kidding ourselves), it has to pay for an advertising agency, the agency's payroll (with all those lovely back-room jobs), the agency's rent on the fancy office in downtown Manhattan, the fancy designer furniture that fills the office etc etc.
3. The latter's final list is very long and all of it is insanely expensive. And unlike the blogvertising overheads, none of it is getting any cheaper.