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| UPDATED: 2007-03-26 |
 Rocketboom - In The Red 
By: David Berkowitz 2007-03-26 Frank Barnako at MarketWatch wrote one of those posts that kept grabbing me. Then I remembered I have a blog, so I can see if it strikes anyone else. Link: one of those posts that kept grabbing me Here's the excerpt: Rocketboom is searching for a new way to put fuel in its tank. Advertising is not doing it. "It's frustrating that we haven't worked it out by now," said the daily video blog's founder, Andrew Baron.Rocketboom is practically synonymous with video podcasts. Have they now jumped the shark? Perhaps it just speaks to the challenges of going it alone. Yes, he reaches more people than some cable TV programs. But there's only one way to reach the Rocketboom audience, as opposed to, say, reaching a smattering of viewers across a TV network, or a highly targeted and loyal audience of blog readers via one of the major blog ad networks. Even so, perhaps Mr. Baron's done the math and figures that's still not enough. To me, it underscores how if you have any overhead whatsoever, regardless of the oft-reported dearth of video ad inventory, it's a tough business to get rich in. Comments View All Articles by David Berkowitz About the Author: David Berkowitz is Director of Strategic Planning for 360i and oversees the Search Informed Marketing firm's Emerging Media Practice. Every Tuesday, he pens the Search Insider column for MediaPost, with over 100 articles published to date. He often speaks at events covering marketing, media, and technology; his previous engagements include Ad:Tech, Consumer Electronics Show - Digital Hollywood, MediaPost's Search Insider Summit, and many others. He has also blogged extensively with MarketersStudio.com, MarketingVox, nowEurope, AdTechBlog, and others. |
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