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The Economics of Blogging and The Huffington Post

Interesting article in the NYT on the economics of the Huffington Post:

Next question: how much are those page views worth? The Huffington Post had revenues of about $30 million last year, they’ve reported, almost all of which was from display advertising. This revenue was generated on roughly 4.8 billion page views over the course of 2010, according to Quantcast data. That means the average page view was worth a little more than six-tenths of a cent, or that 1,000 page views were worth about $6.25.

Do the multiplication, and you find that the average blog post — which we estimate generated a couple thousand page views — was worth about $13 in advertising revenue. The median blog post, with several hundred views, was worth only $3 or $4. Even Mr. Reich’s strongly-performing post was worth only about $170, by our estimates.

I’d imagine there are occasional instances in which blog posts hit the jackpot and generate thousands of comments and hundreds of thousands of page views. For the most part, however, they do not move the needle very much.

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