The smarter way

Cat leaves bag: Yahoo does a deal with with Nick Denton to distribute some of his blogs. Staci at Paid Content has the details:

In an interview, Scott Moore, head of news and finance for Yahoo, said the Gawker move is part of the strategy with Yahoo News to become “more blog aware and blogcentric.” … It’s not an exclusive deal, something Yahoo shies away from when it comes to licensing content….

Why not just buy Gawker? “For one thing, Nick wants to be independent. That’s important to him,” says Moore. Beyond that, “at this point, we’re not in the mode of acquiring blog content. We would rather work with as many as we can.” In fact, Yahoo wants to go broader and deeper, eventually working with smaller blogs “empowering people who don’t buy ink by the barrel.”

My emphasis above: This is the smarter way to jump on the blog train. AOL buys a handful. Yahoo wants to have relationships with many more.

You can’t buy enough blogs. And you shouldn’t want to. Part of the value of blogs is their independence. And in a medium that is doubling every five months, owning 50 or 100 or even 1,000 blogs is nothing. Having a relationship with thousands more will be worth more.

  • I think you’re quite right, Jeff — as I posted on my blog not long ago. I think partnering makes way more sense, although it doesn’t have the benefit of a juicy short-term payoff. Or did Nick do it just to be different from Jason? :-)

  • I agree that on the surface you could make a plausible case for wanting to ‘partner’ with as many blogs as possible, but as with any business, if something looks good enough and you’ve got an interest in the industry and deep pockets to indulge that interest, you either buy it or invest in it, neither of which Yahoo is apparently willing to do with Gawker.

    When a business says “we’re not looking to acquire, just looking to work with” what they mean is they haven’t come across anything worth investing in.

    Wonder why Yahoo are rating Gawker on a par with any other blog they’d prefer to “work with.”

  • I agree that you can’t own all the blogs out there–and shouldn’t try.

    However, our blogs are very large media brands, not personl blogs.

    They are blogs that get 50k-1M+ page views a day (most personal blogs get a couple dozen or hundred blog posts a day). Our blogs generate millions of dollars a year in advertising… so that’s why they should be part of a bigger company that can continue to scale them.

  • sac

    The transitory nature of a lot of blogs makes the Yahoo approach seem a lot smarter. Keep reknewable relationships with blogs, and then when one begins to fade, move to another.