Ad Age “aquires” Top Marketing Blogs List - The Power 150
Now Toddands Power 150 is going to not only be hosted at Ad Age, but they will be taking over management and growth of it using Todd’s “multi metric” methodology. This is pretty amazing news for anyone on the top 150 (i’m hanging on at 126 somewhere), as Ad Age will i’m sure be promoting it’s new “acquisition”.
“Top X lists” and lists of “top blogs” have become a kind of currency in the marketing blogospere in the last year or so from the viral gardens top 25 to Toddands “power 150″ to Peter Kim’s top 13 marketer blogs. In some ways “top X blogs” was like the web site awards that proliferated in the late 90’s, hey you’ve one an award in the form of this gif, stick it in your side bar etc. but taking my cynical hat off for a second i think these “top x blog” lists filled an important gap in the blogosphere in the form of metrics for very specific niche blogs (nlogs? bliches?).
IMHO Ad Age taking over the Power 150 represents a pretty amazing blogosphere to mainstream media cross over. In many ways Todd was filling a gap by rating these sites and providing a scoreboard for a particular niche, in this case marketing, and now Ad Age is interested in rating blogs just decided to acquire Todd’s methodology and take it over.
My question is why hasn’t technorati or another smart programmer developed a way to put together these lists or scoreboards using multiple metrics in particular niches? Great i’m in the technorati top 10K, so fucking what, it just means I’m less popular than BoingBoing, and I didn’t need a web site to tell me that.
11 Comments, Comment or Ping
Mack Collier
Huge news, as Ad Age now has a vested interest in promoting the marketing, pr and advertising blogospheres, as it lends more credibility to The Power 150.
Will be VERY interesting to see where this goes.
Jul 23rd, 2007
Karl
Absolutely. It will also be interesting how many more marketing blogs come out of the woodwork once it gets the visibility of ad age. I know Todd tracks 300 but even that seems like a low number out of the 70 million blogs out there.
Jul 23rd, 2007
Kris Hoet
I agree on the Technorati comment. For a company that’s tracking the conversation I’m not sure if they understand a lot of it themselves. Neither do we see a lot of innovation coming from them lately, too bad.
Jul 24th, 2007
Mack Collier
I haven’t checked in months, but last time I did, Technorati had around 25,000 blogs tagged as being ‘marketing’ blogs. Granted, many of them had almost nothing to do with marketing in the sense we think of, but there’s still a LOT of marketing blogs out there.
And something else that will be interesting to follow, will Ad Age keep the list as being marketing, pr and advertising all mish-mashed together, or will the split it into separate disciplines? And when is Ad Age supposed to ‘announce’ this move?
Jul 24th, 2007
Jonah Bloom
We (Ad Age) won’t split it into separate disciplines. Ad Age has always tried (even if you don’t think it has always succeeded) to be a holistic marketing and media publication. Our content is about the myriad ways in which marketers reach and interact with consumers, and we have no pre-disposition to the channel or technique used. The breadth of our readership reflects that we’ve had some success with that approach. Our core audience is marketers (Coke, McDonald’s, Kraft, Ford and so on), but we’re also well-read by media owners of all types, and agencies of all types. The web has allowed us to target certain sectors of our audience with information more specific to their interests–our daily Mediaworks newsletter for media people; Ad Age Digital for people focused on digital technologies and their marekting applications; our community-created Small Agency Diary for small shops and so on. But part of Ad Age’s mission across all platforms is to look at anything and everything that factors into the selling of products and/or the building or brands. That’s a long way round saying that it’d be totally counter to our ethos to split the Power 150 into some discipline based thing.
As to ‘announcing,’ I doubt we’ll do anything too formal, especially as Todd’s done such a good job of communicating the basic thrust of what’s going on. I hope we’ll have the Power 150 up and running on the site next week and over the months that follow we’ll “market” it in a number of ways, many through our other content channels–particularly, for example, our digital newsletter (which has more than 40,000 subscribers), and perhaps also through our daily (180,000). We’re really excited about this, but I’d rather drive readers to it because they discover it via other sites and meaningful stories and so on, rather than sending out terribly formal press releases that most people don’t read. (Why isn’t the press release dead yet?)
Jul 25th, 2007
Karl
Thanks for the clarification and update Jonah, it really is going to be fascinating what happens next. I think Ad Age deserves kudos for picking up this list and helping to support bloggers writing in all these disciplines.
Jul 25th, 2007
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trivaniteam
To be honest, Technorati is currently fairly easy to game just by the use of blog rolls or releasing a few word press themes.Anyone who is a theme designer identified by Technorati who enters the Top100 gets dumped.The Technorati Top50 would be dominated by theme designers if they didn’t do this. In fact you could have one good theme designer taking up 5 or even 10 slots if they released the themes on different sites.
Sep 20th, 2008
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