Aquantive CEO: Advertisers More Comfortable on MSM Blogs

Posted on May 12, 2005

Aquantive CEO Brian McAndrews stopped by BusinessWeek and talked to Blogspotting.net's Stephen Baker. McAndrews said he thinks MSM blogs will get a "fair share" of the advertising dollars spent on blogs. Blogspotting writes:

His reasoning: Advertisers trust that the content will stay within certain bounds. "They'll be more comfortable there." Still, he acknowledges the risk that comments, even on mainstream sites, will criticize an advertiser. The other risk, of course, is that by settling for MSM blogs, advertisers will sacrifice the power and reach of the blogs that have proven themselves in the blog world.

McAndrews is probably correct that the MSM will get some blog ads. However, the advertisers will want to be where the readers are so if some non-MSM blogs can get enough visitors then they should eventually get ad revenues as well. Also, blogs can network together to make themselves more attractive to advertisers. And there will always be some individual bloggers that get enough traffic to interest advertisers but choose to remain ad-free.

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