November 30, 2004

Eyeballs & Brains

Posted by Kevin | Print This Article

Where blogs were once seen primarily as a world unto themselves (the blogosphere, if you will), major media outlets and businesses have embraced them because, done well, blogs draw eyeballs. Even The New York Times has finally broken down and launched its first blog, penned by technology columnist David Pogue. Most other major newspaper sites have hosted columnist blogs for some time now.

For good reason: these websites are generally ad-based and the more eyeballs they draw on a regular basis, the more money they make. Blogging is a way to draw repeat customers; readers who like a particular blog will return again and again.

While some associations generate significant ad income through their site, many tend to view their online presence as part of their mission, and a way to generate membership, gain member involvement, and provide service to their constituencies.

So drawing eyeballs is still an important goal for these organizations, because eyeballs, of course, lead to brains. Most likely your goal is not to draw large numbers in the aggregate for purposes of moving ad inventory, but rather to reach a quality niche with a qualified interest in your organization’s goals. Drawing constituents into your conversation requires a method to find them, catch their interest, and keep them coming back — the way a good blog can.

Will a blog itself become a money-maker for your association the way a print publication or email newsletter has? Perhaps; you may be able to figure out a way to do this, though not too many have succeeded. This morning, via Radiant Marketing, I found this article from EContentMag which contains a good brief description of the current state of blogging as a business tool:

"The wild and woolly blogosphere itself will not make money for many … Nevertheless, blogs are already proving to be powerful audience retention devices for known media brands. Some B2B sites report that up to 10% of daily traffic now goes to columnist blogs. Blogging is less a business model than a thoroughly compelling communications model that keeps users coming back two and three times a day more effectively than standard content refreshes. Accept it and get sponsors for it."

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