Techmeme’s new ad model — I like it


Gabe Rivera over at Techmeme has introduced advertising on his blogosphere buzz-tracker/feed-aggregator, and it consists of posts from bloggers that are featured in a right-hand column, a privilege for which they pay several thousands of dollars per month. I think this is potentially a great idea — and much better than just running Google’s AdSense or those annoying pseudo-hyperlinks that some bloggers like.

The ads integrate well with Techmeme’s overall feel, and they are a great way of appealing to blog-centric companies, although my friend Mark Evans wonders just how many of those there might be for such a program. Jeff Jarvis likes it too — and he’s a hard man to please. Cynthia Brumfield at IPDemocracy is a fan as well, and points out that this type of ad has the potential for a lot more engagement with readers than traditional ads (Squash likes it too).

I think Dwight Silverman makes a good point on his Houston Chronicle blog, however, which is that this type of advertising isn’t for everyone or every company, and will only succeed to the extent that those who get involved in the program actually try to become part of the conversation. If those sponsored posts are just lame PR releases disguised as blogs, they will quite quickly fade into the background.


John Tokash raises an interesting point, in that he wonders how much the featured posts — which are effectively advertising — will wind up “polluting” the overall techmeme aggregation function (admittedly, “polluting” is kind of a loaded word). Just before I came across his post, in fact, I noticed that on my Netvibes feed-reading page, one of the featured posts was listed as the latest addition to Techmeme. Should they not be flagged somehow as sponsored, or advertising? Just wondering.

Dave Winer seems to be suggesting that Gabe should auction off those spaces instead of setting a price for a month, which is probably not a bad idea (makes it hard to forecast revenue though). And Erick Schonfeld wonders if featured posts might actually get less attention than if they just appeared on techmeme normally.

Gabe Rivera has a response to some of Tom Foremski’s quibbles with the model here.

Comments (2)

  1. Ferodynamics wrote::

    I read TechMeme just about every day, and this makes sense to me. The new links don’t change the layout. And I’m interested in what oDesk has to say anyway.

    PS: Your fancy comment editor is way too slow for my old PC.

    Monday, September 25, 2006 at 11:28 am #
  2. Mathew Ingram wrote::

    Thanks for the comment anyway, er… Fero. Maybe it’s time for an upgrade :-)

    Monday, September 25, 2006 at 11:37 am #

Trackbacks/Pingbacks (7)

  1. Techmeme on Monday, September 25, 2006 at 9:32 pm

    Online ads and TechMemeMathew Ingram / Techmeme’s new ad model — I like it

  2. Tailrank - Top posts for Monday October 9, 2006 on Monday, September 25, 2006 at 8:53 pm

    [IMG] Techmeme’s new ad model – I like it

  3. Qumana Investor Blog :: Main Page on Monday, September 25, 2006 at 7:32 pm

    sponsors get the latest item from their blog’s RSS feed posted with the logo. This is getting a good amount of buzz on the blogosphere (as reflected on Techmeme itself), Jeff Jarvis, Mark Evans, and Mathew Ingram have all commented, and spoken favourably, of this new plan. This idea takes the typical “place your logo on our site and get visibility” idea to the next level.  Now, readers get to see what the sponsor is talking about and Techmeme then gets

  4. John Tokash’s Blog » Techmeme polluting its own results? on Monday, September 25, 2006 at 2:07 pm

    […] The ’sphere is full of glowing approvals of techmeme’s new sponsorship model.  I agree that this new model (sponsors’ latest blog posts are listed on the right) is a HUGE benefit to techmeme advertisers, but I’m concerned about the problems it creates for readers. […]

  5. […] TechMeme’s new ad model is all the buzz (and of course, is at the top of TechMeme itself) today. And almost all of the opinions are glowing. […]

  6. BuzzMachine » Blog Archive » A new kind of advertising on Tuesday, September 26, 2006 at 5:54 am

    […] Techmeme’s new ad model — I like it » Mathew Ingram: Says: September 25th, 2006 at 8:00 am […]

  7. Sistema de patrocinio innovador » on Saturday, September 30, 2006 at 12:29 pm

    […] Lo más interesante es que se trata de un formato dinámico y que le permite al anunciante controlar el mensaje en todo momento. Con todo, el sistema no sólo es mejorable sino que también plantea algunas cuestiones. Como bien sostiene Mathew Ingram, este tipo de publicidad no es válido para cualquier compañía. Y, si bien permite mensajes personalizados (primeros patrocinadores), sólamente será efectivo si las empresas saben emplear adecuadamente su blog corporativo durante el tiempo que dure la campaña, como apunta Darren Rowse. Es por eso que, más que un feed específico para el patrocinio como se propone en Denken Ãœber, lo más recomendable sea una coordinación entre mensaje a comunicar y tiempo de campaña, que debería ser adaptable las necesidades del anunciante, como sostiene Dave Winer. […]