Micro Persuasion: TechCrunch: a Case Study in Micro Media

Monday, June 12, 2006

TechCrunch: a Case Study in Micro Media

If you want to see how blogs are revolutionizing media, all you need to do is look at TechCrunch. The Web 2.0 blog, currently ranked #20 on Technorati, believe it or not turned one year old today.

The path Michael Arrington followed can be replicated by anyone else and it proves that blogs can eat into the mainstream media ad dollars and eyeballs. All you need to do is: a) identify a high interest topic online that currently does not have a blog tracking it, b) write about it very actively and do it well and c) don't be afraid to promote it. Today Michael is viewed as a critical newsmaker. He breaks big stories on his own right and with the help of PR people.

Here's a look at TechCrunch's numbers...

* TechCrunch went from zero RSS readers to more than 59,000 today

* According to Alexa, he site is neck and neck in reach with TechWeb.com and internet.com - three 10 year-old sites owned by big media companies. It's also giving ZDNet a run for its money as well.

* TechCrunch went from zero references per day on Technorati to more than 100

* Federated Media is selling the site at a $20 CPM, in part because it attracts 300,000 uniques from highly valuable eyeballs. Some 81% of its readers are 18-39 and 60% publish their own blog

Now that's success! Congratulations Michael and team.

Technorati Tags: TechCrunch

Posted at 06:16 AM in Advertising, Citizen Journalism, Journalism, Research, RSS, Web 2.0, Weblogs | Permalink

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