Is the Super Blog Taking Over?

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As the digital era gave rise to technology and platforms that allow the average consumer to do anything from producing Web content to creating widely read digital publications, the publishing industry gave birth to countless niche sites that focus on everything from fitness to design. Given the ease of content distribution, some of these “super blogs” have been adding users at high rates and establishing themselves as authorities on their respective topics. Even major publications have been launching niche blogs under their umbrella to cater to specific topics, showcase particular writers, or keep their readers continuously updated on the latest news. Others, such as AOL, which now owns TechCrunch and Engadget, and Gawker, owner of Gizmodo, Jezebel and Lifehacker, have been simply acquiring high-traffic blogs as they build up their publishing portfolios.

As digital publications and super blogs get smarter and begin to tap into online and mobile advertising, it will become a major revenue stream for the top players worldwide. In the past year alone, newspapers have lost $13 in print revenue for every dollar earned in digital revenue. However, the future is bright in digital. There’s been a 60 percent increase in digital ad sales in newspapers and magazines and a burst from $76 million to an impressive $100 million is expected in 2013. Naturally, these super blogs, along with their highly focused audiences, will become major destinations for online ad dollars in 2013.

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