Which Blogosphere Does This Year's Technorati Report Reflect?

  |  October 22, 2009   |  Comments

Last year, we reported that around 50 percent of bloggers have ads on their blogs

Last year, we reported that around 50 percent of bloggers have ads on their blogs. So, how could that number have dropped to 28 percent this year?

Well, according to Technorati, the publisher of the second-annual "State of the Blogosphere" report, the pool of respondents to this year's survey of bloggers is much bigger than last year, arguably producing findings that are more representative of the blogosphere.

Indeed, last year's survey included just 1,400 participants, while this year's included 2,900, according to Technorati VP of Marketing Jennifer McLean, whom I spoke with earlier today.

I'm sure some scientific statisticians have smoke coming out of their ears right now, but I think it's worth mentioning the disparity between the two reports since we did cover last year's numbers.

"Before we simply had a higher concentration of serious bloggers," McLean told me. This year, lots more so-called "hobbyist" bloggers - the ones who write blogs just for the hell of it and don't collect any ad revenue from them - took the survey. So, essentially, the ad-supported concentration was diluted this time around.

Here are a few other numbers from this year's (arguably) more accurate poll. Of those bloggers running ads:
- Around 40 percent run display and Google AdSense-type text ads (listed in the report as "search" ads).
- 36 percent include affiliate marketing links.
- 8 percent feature rich media ads or paid blog posts.
- The mean annual amount of ad revenue generated is around $42,500.


ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...