Over at ClickZ Kate Kaye presents the findings of a recent survey conducted by the Blogads Network that distinguishes blog audiences into four categories: political, gossip, mom and music.
CEO Henry Copeland points out that some political and entertainment advertisers grasp the idea of targeting specific types of blogs based on the unique audiences they reach, many advertisers “don’t get the degree to which these are self-contained universesâ€¦This is not a basket of eyeballs; these are very interwoven communities.”
The study also showed that hardly anyone from the four groups listens to podcasts:
“62 percent of music blog readers, 75 percent of political blog readers, 77 percent of mom blog readers and 80 percent of gossip blog readers said they never listen to podcasts.”
Along the lines of advertising, eMarketer reports a study by PQ Media that Blog, Podcast and RSS advertising rose by nearly 200% in 2005 and is expected to grow another 145% in 2006 to reach nearly $50 million.
“Blog, podcast and RSS advertising are being driven by some of the same factors boosting the growth of the overall alternative media sector: continued audience fragmentation, the perceived ineffectiveness of traditional advertising, and the elusive but coveted 18-to-34-year-old demographic,” said Patrick Quinn, president of PQ Media. “[They] have demonstrated an ability to reach younger demographics as well as influentials.”
And then there was this interesting quote about podcasting:
Looking ahead, PQ Media estimates that podcast advertising will be a larger market than blog advertising by 2010, when the blog segment will comprise only 39.7%, or $300.4 million, of overall expenditures. Podcasting, projected to grow at a compound annual rate of 154.4%, is predicted to reach a total of $327.0 million in 2010. These numbers are closely in line with eMarketer’s own projections, which recently put total spending on podcast advertising at a total of $300 million by 2010.
Perhaps Blogads CEO Henry Copeland and PQ Media President Patrick Quinn should get together and compare notes?