Advertising and blogging and blog-advertising

This “told-you-so” post by Michael Arrington regarding advertising on Robert Scoble’s blog is so inside ball I hesitate to comment, however when did such hesitation stop me before, so, here’s my observation: A long time ago, didn’t carry advertising, but it has always been advertising. It was advertising (marketing?) to create and build Brand Robert. Robert wasn’t trying to monetize his blog, he was trying to monetize Brand Robert. That strategy worked so that Brand Robert and all its brand extensions have been acquired (or perhaps more correctly described, aqhired) by a media company that has an advertising business model. In other words, Brand Robert’s new stewards will now be monetizing Brand Robert and its brand extensions using a media company business model.

For the record, my blog still doesn’t “carry” advertising — it is advertising.

Also, for the record: I love advertising and am involved in numerous media programs, projects and properties that have an advertising business model.

  • I don’t have display ads because ads usually are ugly and I’m an artistic snob. Plus, it’s not the best way to make money for me so, meh.

    Soooo, any other amazing world-changing tech news coming out of Davos? Or do we wait a week and see what the NYTimes comes up with?

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  • Ad Exec

    Robert is not practicing what he preaches. Brand Robert is his blog and now he sell out for money. It is true and it shows how insecure he is and how unstable his brand is.

    As an ad exec I wouldn’t touch him. Why? He just threw out all the brand equity with this move. Now he has three brands: his blog, tv program, fastcompany site. These are not line extensions. They are three separate brands. Note to all tech bloggers: this is not how you do it. A brand extension is a extension of a solid stable brand. Scoble kills his brand then reboots it with two more brands.

    Note to industry social media gurus: don’t do what Robert does. He is blowing it.

    Great comment at the end Rex. Your blog is your ad.

  • Rex Hammock

    @Ad Exec – I’m confused: As an ad exec, you wouldn’t touch him because he threw out all his brand equity? I’ll confess, I’m having a hard time following where you’re taking this metaphor, but I’ll say this: Are you suggesting there are ad buyers so atuned to the nuance of Robert Scoble’s brand and products that they’ll not advertise there because they are now under the auspices of FastCompany? I think astute ad buyers would look at actual metrics in judging whether Robert has an audience who depend on him to entertain or inform them — or to serve as one of the touch-stones of their community. I would think most savvy ad executives would set aside their own bias and try to understand who are the influencers and “connectors” among the customers their advertising client(s) would like to reach. It is that audience — not you — who will determine whether or not that audience believes he has “sold out.” Frankly, I think he’ll have an even larger audience under the FastCompany umbrella. But we’ll get to see, won’t we? A wonderful thing called the marketplace will get to decide.

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