Duncan And Jeremy’s Attempt To Destroy The Blogosphere


There are only 3 things which today’s probloggers should be concerned about today.

  1. Try to get the major search engines to fix the glitch which allows scraped content to be given higher priority than the original.
  2. Finding ways to make money without becoming an employee of Google
  3. The sale of the Blog Herald

This post is about number 3.

The sale of the blog herald is important because it will be one of the measures to with all blogs valued. If the sale closes with a price of about $25,000.00 (my prediction) it will be detrimental not only to blogs and blog networks but also to the fledging blogging industry.

Blogging daily is work. There are only so many ways I can tie in people overdosing on my couch and Liv Tyler to how to build successful networks. If the Herald is only worth $25,000.00 then this site would be worth…(I don’t even want to think about it!).

The Blog Herald is worth a lot more than $25,000.00. An advertiser just bought a weeks worth of advertisement on the videoblog Rocketboom for $40,000. In that week they will reach about a million people.

At the going price they could have purchased the Blog Herald for that amount, filled it with ads and reach the same audience for a year.

Jeremy Wright and Duncan Riley, though smart technical folks, are failing at the media game: Creating attention and selling stuff.

Here’s what they need to do. Now.

  • First they need to leverage their network. Everyone knows, in the back of their minds, that the Herald is for sale. Few, though, have thought about the implications of blogging as a business, if it is sold for next to nothing. Jeremy and Duncan should send a few reminders out to folks reminding them about the sale and to blog about it’s implications.
  • This is the age of noise. Whoever is running the show needs to hire a publicist and fire the one working now. The sale of the Blog Herald is news. It’s important. Big media needs to realize that and be talking about it.
  • Sell it on ebay not Sitepoint. Sure all the webmasters buy off of sitepoint but that is not your audience. You want someone who looks at the Herald as a media play not as a website play. Website owners on sitepoint only care about adsense returns. Fuck that. You need someone who sees the entire board and can capitalize on it. The retired advertising exec who can turn the Herald into a goldmine is not going to find the Blog Herald on sitepoint. Plus people have sites dedicated to nothing but interesting things for sale on Ebay. Things like that are things picked up by the media which will only drive attention and a higher pricetag.
  • Advertise the sale on the Blog Herald itself. Have your readers send in testimonials on why they love the site and how it has helped them. Post one of them a day to your site so people checking out the site to buy it can see the committed audience you have. It might even convince on of the readers that the site is worth far more than what folks are paying.
  • After the sale paypal me my 5% commission 🙂
Explore posts in the same categories: advertising, b5media, blog media, blog networks, branding, cursing, Duncan Riley, research, Rocketboom, video

25 Comments on “Duncan And Jeremy’s Attempt To Destroy The Blogosphere”

  1. “The Blog Herald is worth a lot more than $25,000.00.”

    Then it sounds like you should buy it, Char. You’ve got a real steal on your hands.

  2. chartreuse Says:

    I’m really thinking about it…I’ll have to convince one of my exes not to eat while I turn it into a profit machine but you never know 🙂

  3. Cowboy Says:

    Im still waiting for details back from Jeremy I have about 25k sitting around the workbench. let’s see if i can make a deal here.

  4. Brian Clark Says:

    Advertising is a sucker’s game for anyone but the first movers (that would be Calcanis and Denton). As soon as it starts looking like the year 2000 for Web 2.0, you all can tell me I was right.

    Everything’s free, and everything’s going to be monetized by ads…

    It’s all been done before, and it failed. Ad space online is infinite, and therefore next to worthless in the hinterlands. When the barriers to entry are this low, only the truly powerful (or truly novel) get the ad dollars. Are the upstarts really so young as to not recall what happened 6 years ago?

    No, I think they remember… they just think they’re different.

    So did we.

    I say listen to Chartreuse on video… you can still maybe get in at the early stages. But simply copying what worked for Jason and Nick will not be the path to riches for many, if any.

    Just two cents from someone who had a great time during the late 90s irrational exuberance, and learned hard (and profitable) lessons from the hangover.

  5. Cowboy: I just checked Gmail, and haven’t received a single email message with your name in it.

    Chartreuse: As per my email, I’d like to note that the first time the site went for sale, we generated bidding up to 72K in just 3 days, with 2 Fortune 500s expressing interest. It’s hard to generate that kind of play twice, and moving it to Ebay would be even more difficult at this stage.

    Not saying you’re wrong, just that I don’t agree that your advice would have helped the second time around 🙂

  6. chartreuse Says:

    I’m a Monday morning quarterback,(meaning I can never be proven wrong!) but you do have a valid point. I should have mentioned how successful you were the first time around instead of just focusing on the fact that you will destroy the blogosphere. 🙂

  7. Also, this is NOT a b5 thing (as your tags might imply)… Completely unrelated, just an FYI 🙂

  8. Dave Says:

    Brian : i have to agree with you , its like a 5 year cycle, and all we do is change the name from web 1.0 to 2.0, at the end of the day there needs to be a sustainable business model in there somewhere, and if you are not first, find a different way. Perhaps you and i are just too old ,so we can still remember 😉 then again you may only be 25 with an superb memory and i am doing you down !

  9. Barry Bell Says:

    But weren’t there three bids on the table first time round? $72k (the one that fell through) and 2 others which weren’t far off that amount?

    Are the 2 unsuccessful bidders from that first round still not interested?

    I was also surprised that Jeremy dropped this onto Sitepoint. You’re right in saying that what matters most to the majority of Sitepoint purchasers is monthly revenue. That’s the part that isn’t great (relatively) for Blog Herald, and unfortunately it’s the key metric that they’re going to base their maximum bids on.

  10. Brian Clark Says:

    Dave, no, I’m just old. 🙂

  11. Cowboy Says:

    Actually Im the DKMedia guy who has the latest post on Sitepoint and has sent you a PM over there.

  12. […] 14th, 2006 and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently notallowed. […]

  13. “Ad space online is infinite, and therefore next to worthless in the hinterlands.”

    As long as advertisers are stupid enough to be swayed by raw numbers, you are probably right.

    But if any of them take notice of:




    then perhaps there is a living, not a fortune, to be made for for more bloggers than your analysis suggests.

    Oddly, some don’t care, there is more done for love and/or fun than money in the world.


  14. John Says:

    When the first offer went down the momentum was lost. It’s not a story anymore.

    I’d stick a huge banner up over Blog Herald : “The Blog Herald is for sale at $75,000. No bids.” I’d then contact every blogger in the mainstream media: Clive Davis on The Times (London), for example. and issue press releases all over. Then wait.

  15. […] An amusing little bauble over at Chez Chartreuse has made it hot in the blogosphere. It’s titled: Duncan and Jeremy’s Attempt to Destroy the Blogosphere, and makes a few good points about the ongoing sale of the Blog Herald. […]

  16. Martin Says:

    Jeremy – aren’t the two fortune 500 co’s still interested?

    I think all of this is a little reality-check for all us budding bloggers and blog network moguls – it’s not as easy as we thought it would be to monetize/buy/sell blogs – may not be at bubble proporations yet, but getting there with blogging (imo).

    What I would do with Blog Herald: Keep it. Work on its branding, give it a big facelift, and get a team of say 3-5 bloggers to write pure blogging news stories and have seperate editorials/columns.

    It could be turned into a great portal given some time and care – and I think bloggers in general are looking for a quality blog portal to continually head to and start their day with.

    Damn … if I had $26K I’d buy it right now! not because of its current numbers/financials but on its 1-3 year potential – a bit of hard work, spit and polishing and I can see a 2-3 year exit strategy adding a couple of zeros and selling to big media.

  17. Andy Merrett Says:

    I don’t understand how this is not related to b5 – if only simplistically it’s got the logo at the top of the Herald. Either BH should not be in b5, or b5 is involved. No??

    It doesn’t really matter to me, but it is a label.

  18. Peter Says:

    I’m not sure comparing to Rocketboom is such a great idea. A lot of people watch Rocketboom because a) it was ‘first’, and b) because they find Amanda attractive. It’s sad to say, but a lot of the commentary and reviews I’ve seen on it lean this way. And, well, just watch it.. the content isn’t really that good for all the buzz it gets. There is no way it’ll keep up $40k per week for advertising.. I’d probably eat my hat if it could get $5k a week within a few months. The value of the $40K deal comes off of the buzz of being the advertiser who was first too.

  19. chartreuse Says:

    Despite your thoughts on Rocketboom (and they were almost all correct), that doesn’t change the fact that someone paid 40K to advertise there.

    I used it as an example to show the reach. RB reaches one million folks who’s only common denominator is a broadband connection.

    The BH reaches 750,000 bloggers. What is more valueable?

  20. […] Chartreuse makes some excellent points (but the title of the entry is waaaay off). […]

  21. Brian Clark Says:

    Hold on Char.. this talk of 750,000 bloggers is just wrong (you actually taking that percentage from the sale)?

    750K+ Pages/month
    200K visitors/month
    75K+ uniques/month

    75,000 bloggers at most. Still plenty of bloggers, but very different from 750,000.

    The 200k should be “visits” not visitors, right? A unique is an individual person, but the visits could be same 4000 nerds over and over.

    How many on the feed and email? That’s what should matter.

  22. chartreuse Says:

    good point. hmmm… So 25K is a good deal?

  23. Marcel Says:

    The tools need to maximize a blog on the long term don’t exist yet. But I think that will change in 2006.

  24. […] A lot of few people emailed me to say I was a nut at putting the value of Blog Herald so high. To those folks I point to today’s Wall Street Journal.  […]

  25. […] A few months ago Matt and the gang purchased The Blog Herald. Now I like the Blog Herald. I thought, and still think, it's a valuable peice of internet real estate. […]

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