It’s not the eyeballs, it’s the brains

by Mathew on October 10, 2007 · Comments

Bobbie Johnson wrote a Techmeme leaderboard roundup post in which he divulged that being on Techmeme — gasp! — doesn’t drive a whole pile of traffic, and both Robert Scoble and Nick Carr have jumped into the fray, talking about what Scobleizer calls the “dirty little truth” about Techmeme. Carr says the site has a “fairly modest, if rabid, audience.” Does this really come as news to anyone?

I would have thought that by now we would be past the whole addiction to raw pageviews and hits and eyeballs, but apparently not. To me — and to others like Frederic at The Last Podcast — the benefit of being on Techmeme.com is the kinds of readers I reach, and in most cases they are the ones who are passionate about the Web and technology, the ones who are thinking about things that others haven’t yet — the bleeding edge.

I’ve had Digg-storms and Reddit pile-ons and the traffic that they bring is usually fleeting. I’ll take a few thousand Techmeme readers over that any day (no offence intended to my many close friends on Digg and Reddit — you know I love you guys). Todd Ziegler at The Bivings Report says that Techmeme is like one of those bands that few people known about, but musicians and critics love. Loren Feldman at 1938media, meanwhile, argues (not surprisingly) that only he is truly influential.

Update:

Bobbie Johnson responds in the comments below.

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  • Yes, you don't get "traffic" from TM. What you get is influence. When your blog starts showing up next to your peers, it's branding. Has to measure direct, but it is valuable.
  • Mathew - Jim - I think you both hit the nail on the head with this. I have had stories on Digg and Reddit, but it didn't do anything for my feed subscriptions or longterm readership. Showing up on Techmeme always means interesting comments and readers that stick around.
  • Here are my thoughts:
    http://www.centernetworks.com/the-bottom-line-a...

    And I found your story via TM :)
  • This fits broadly with my view that the blogosphere is generally more about brains than eyeballs. Let's just hope the vast unwashed don't invade us any time soon!

    http://smoothspan.wordpress.com/2007/10/10/the-...
  • anonymous
    "When your blog starts showing up next to your peers, it’s branding."

    No, what you get is unintelligent "me too" commentaries with little to no original thought.
  • Funny thing was I never said not driving traffic was this big horrible thing (though reading Dave and Scoble's posts now they seem to be a bit defensive about it). I just thought it strange that nobody ever mentioned that Techmeme doesn't have a very heavy critical mass, especially in the context of this whole leaderboard thing.

    To me, it seems a strange thing for aggregator to drive only a little traffic - and it makes me wonder if Techmeme is a little different from the other aggregators. Anyone but the main headlines (not the subheadings) gets barely a whisper of traffic, which is interesting for those of us who make our living publishing content.

    Of course it's a branding thing; of course it's an influence thing. What isn't in blogging? But branding and influence only gets you so far, and there's only so much space on a site like Techmeme. I write for a pretty mainstream audience - few of them are likely to know who the big Techmeme hitters are, or care. Does it help me? Does it help them?
  • Mathew
    A fair point, Bobbie. I wouldn't claim to have the answer to your question about what Techmeme achieves exactly. Maybe Loren is right and it is just a big circle jerk. But if it works the way I think it does, good content filters out from Techmeme to other places -- such as your blog, for example -- and from there into the broader mainstream media and the world at large. Theoretically, of course :-)
  • I find the traffic I get from Techmeme is often not much higher than a link from someone's blog, but the Techmeme readers definitely stick around and read the posts. And, for someone of extremely low traffic (and a girl, and not in the v.c., development, or certified/licensed journalist end of the tech industry) it's nice to see those readers. Some, I think, have even subscribed--although I wouldn't know. I don't keep the little vanity buttons that tell me any of that stuff;-) But I think it's brought a bit more influence. And for some of us, influence is *far* more important than huge traffic numbers.
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