Tuesday, January 23, 2007
Performancing Partners closes up shop, should have followed the Wal-Mart model
One of my favorite blogging sites, Performancing, is shutting down its last project, Performancing Partners. Partners was a basic ad network that was supposed to subsidize the other Performancing projects, but after a busted deal with PayPerPost, Chris Garret has decided to close up shop.PP was a good product but in my opinion was nothing out of the ordinary blog network that had potential to be great. They had the professional blogger background, a great following, and a stats package to track it all. What they didn't have was something to differentiate themselves from everyone else. I know hindsight is 20/20 and its to point out what should have been done but I am going to do it anyway.
My ideal blog ad network has all of the features and functionality of a Performancing Partners but the logistics would be different. Rather then selling ads on a per site basis, blogs should be grouped into category and ads distributed throughout those categories. I'm sure there are a lot of fine details to work out but the basic theory is this. Rather than creating your typical exclusive top down blog network where only the biggest and best blogs are allowed to make money, all bloggers big and small have the opportunity to make money. Its the Wal-Mart theory of blog networks.
Consider Wal-Mart as the blog network. Wal-Mart's primary target is not the high income people a.k.a the A-list bloggers, its the low-middle class citizens who want the one stop shop and easy way out. This describes the everyday blogger, they have a blog but don't know how or have the intiative to make money from it, they want a one stop shop. Its this in my opinion that has made Adsense to popular. But with my blog ad network, you wouldn't have to worry about the click fraud.
Here's the breakdown in case my rambling didn't make sense
Wal-Mart = Blog Network
Wal-Mart's demographic = Low to Middle class
Low to Middle class = My Blog Network Demographic
Low to Middle class = all the non A-list bloggers
There is a huge segment of bloggers out there not be capitalized on because the "blogosphere" is too focused on the A-listers and not about the larger opportunity out there.
Posted By Jason Dowdell at 08:07 AM
Permanent Link: Performancing Partners closes up shop, should have followed the Wal-Mart model
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