sell out, with me oh yea
Article in today's WSJ on bloggers selling out and cashing in:
It used to be rare for an established, mainstream company to buy an individual's personal blog. Blogs are frequently updated online journals, typically authored by professionals, hobbyists, or regular Joes reaching out to share their thoughts, information and photographs with others. Few consider their blogs a business, though the growing use of advertising links and blog sponsorships have helped some turn a modest profit. While sales aren't making headlines every day, there has been some business interest in buying blogs and hiring their authors as employees.
The article identifies three keys to blogs salability:
So, if you're a blogger, could you cash in, and should you cash out? Here are three signs your blog may have what it takes to attract bids from prospective buyers, plus some considerations if you're mulling a sale.
1. You have Web cred. If you're an expert within your industry or passionate hobbyist who can bring insight to a topic -- and have the ability to turn a phrase -- your musings may attract a buyout offer.
Respected bloggers typically are obsessed with the subject matter they cover, she adds, and they attract a community of like-minded individuals that companies want to reach.
It's been my experience that it's usually the disrespected bloggers who are the most obsessed.
2. Your blog is a cash cow. Beyond authoritative and popular commentary, there are other reasons corporate buyers are looking at personal blogs. Revenue is one, says Steve Broback, a founder of Blog Business Summit, a conference organizer in Seattle. Income sources from blogs can include ad sales; sponsorships; affiliate programs, where bloggers encourage readers to buy products from merchants or services in return for commissions; and your garden-variety swag, such as books, T-shirts, and mugs.
Or "Deserve Victory" bumper stickers.
3. You attract a coveted crowd. The type of readership your blog draws may affect the value of your blog to potential buyers, says Weblogs' Mr. Calacanis.
"Certain communities are worth more than others. For example, if you have a blog for dental surgeons and the buyer is a provider of medical equipment, that's a highly valuable community," he says.
A blog for dental surgeons?
"Dr. Watley nails it again with his latest Fisking of this article on Pain and Immunologic Response to Root Canal Treatment. Ouch."
What kind of money are we talking about here anyway?
Most often, companies will buy the rights to the blog and then hire the blogger, either as a full-time staffer or as an independent contractor, to continue writing the blog.
Pay is all over the map: from a low of $4 per post to a flat fee of up to $75,000 for a sponsored site, according to research by Blog Business Summit.
$4 a post? Atomizer and JB Doubtless would have a tough time feeding their families at that rate. Although a little incentive may increase productivity.
For the record, Fraters Libertas currently is and always has been up for sale. We'd sell out so fast it'd make your head spin. Make us an offer, any offer. The oft misunderstood and mispronounced name, the stable of thoroughbred writers, the long running features, the loyal and oft drunk readers; it could all be yours if the price is right. Of course, once the blog is yours, you can do what you will. Keep it running as is, change the cast of characters, or even shut her down.
Bloggers who sell their blogs and don't stay on to continue blogging risk having their blog content altered or used in ways they'd never intended. Or the blog might wither and die from neglect, says Jeremy Wright of Ontario, Canada. Mr. Wright recently sold a blog, Wealthyblogger.com, for $2,000. (His reported sale of business and technology blog Ensight.org last year for $15,000 ultimately fell through.)
Still, bloggers who are burnt out after years of feeding the beast may welcome the idea of passing it on, says Mr. Wright.
"For some people it's like having a dog. You'd rather see it go to a good home than put it down," he says.
I guess that all depends on much you get for putting the mutt down. Have your people call our people if you're interested George.
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