Recently I signed up with Blogads, a service that sells advertising space on blogs. Not long afterwards, I received my first ad, as you can see to the right. Call me commercial, but I believe Blogads may be just the ticket to the future of blawging.
The more I see of blogging, the more I believe in its significance as a medium for delivering timely and insightful news and analysis. This is particularly true in the legal profession. More and more, I am hearing from lawyers that blawgs are on their short lists of key current-awareness tools. I just wrote an article in which I referred to blawgs as “pocket parts for the digital age.” I believe that. Blawging is not a fad but a major step forward in delivering up-to-the-minute legal news and analysis.
But for blawging to remain viable, there must be some payback for the blawgers. Few lawyers can devote the time blawging requires without something in return.
Advertising is the obvious solution, far better than the only other alternative, subscriptions. Through a service such as Blogads, the blogger gets to set the price he/she considers fair and to be listed under the most appropriate category. The blogger gets to reject ads he/she considers inappropriate.
For advertisers, where better to place their dollars. Within the legal community, the people who read blogs tend to be leaders, not followers. They are managing partners, law school faculty, IT directors, KM directors, librarians and many up-and-coming associates. Blogs reach knowledge leaders — it is that simple.
It seems obvious to me that the future success of blogging is tied to advertising. But I’d love to hear your thoughts. How do we best keep this medium both intellectually and economically viable and vital?