Peter Rojas sees media sites heading in a social direction. At a talk on the future of blogging at Emerson College, he said that we’re headed for a return to connectivity, civil discussion and a bottom-up approach — the kind of things he says marked the early days of blogging.
Rojas founded the Gawker gadget site Gizmodo and went on to start its rival Engadget. In all, the half dozen properties he’s started since the early 2000s attract about 30 million unique visitors each month. That success at driving traffic is, in part, what inspired his most recent project, a networked gadgets site called gdgt.
Rojas thinks it will be increasingly difficult to build an online content business in an environment where quantity is the primary goal. The constant urge to publish more content and drive pageviews is not doing much for the reader. “[The web] is always trying to drive more clicks,” he said. “When everyone is doing it, it becomes a zero sum game.” When ads are sold on a CPM basis that requires huge pageview numbers to make money, publishers start pushing out more and more content. “It’s sort of a tragedy of the commons where the tragedy is our attention,” he said.
Kilde: Nieman Journalism Lab
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