washingtonpost.com BlogRoll Program Launched
This has been a pet project of mine for a few months now and I am glad to say that it is finally up and running. The idea came to me while reading "Blogs to Riches" in New York Magazine back in February of this year. The article discussed the fact that it is very hard for bloggers to get noticed.
A very small number of blogs enjoy hundreds and hundreds of inbound links—the A-list, as it were. But almost all others have very few sites pointing to them.
Basically, all of the B-list and C-list bloggers (who may well be very talented) link to the A-list blogs in hope of getting noticed. All this accomplishes is making the A-listers more powerful, while the B's and C's stay where they are. It is very hard to break through the clutter, as many of you know.
At the same time, I am having conversations with our sales team about their need for more content in certain areas. There are some things that the Post is just not going to write about on a regular basis.
The BlogRoll program seemed to be a great solution to both challenges. Some bloggers are open to putting advertising on their site, so why not strike deals with them and help them do that. With the potential of 8 Million monthly visitors seeing this link, it could very well be the catalyst that them noticed.
At this point this is an experiment to see what kind of interest we get from the bloggers out there. We have 3 partners at launch. Creative Weblogging, BootsNAll and AllBusiness. They each have tons of high quality blogs under their wings and have been great to work with so far.
Admittedly, right now the index box is a little small and may not be in the most prominent position on the page. Okay, so its definitely at the bottom, but its a start. If the blogosphere embraces this and we see a lot of interest from quality blogs we will grow the size of the index and give it better positioning on the page. We'll just have to wait and see.
Please let me know what you think about the BlogRoll by leaving a comment. If you would like to sign your blog up, visit the BlogRoll Page and submit yourself.
Jeff, this is a great idea. I'm glad that your team and WP is moving in this direction. The landscape is changing, and you guys are in the right direction!
Posted by: Chubbs | Aug 18, 2006 at 11:19
Jeff, I am sure this is a great move. I've been working in advertising for 8 years now and I am definitely convinced that the link between brands, interesting content and readers is a key. Plus you propose an attractive win-win contract, and that is important as well.
Posted by: mindblob | Aug 18, 2006 at 18:17
Jeff, I stumbled here via an article on Adotas. I love this idea! It's brilliant to see a paper like The Post implement something like this.. I'll be very interested to see what comes of it..
Posted by: Jinal Shah | Aug 21, 2006 at 11:54
Jeff: Very smart. I hope you'll keep blogging here about the response you get, internally and externally.
Posted by: Chip Brantley | Aug 28, 2006 at 09:06
It's a very exciting and innovative idea.
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