Cold Hard Blogging

"I celebrate myself, and sing myself,
And what I assume you shall assume,
For every atom belonging to me as good belongs to you."
-Walt Whitman, Song of Myself

And isn't it great that I'm able to do it at a minimal cost?

To publish today, all you need is a computer (I'm in a lab right now) and access to the Internet (using free Internet). No press, no ink, no paper. I don't even have to buy the newspapers I wish to read.

Wow. Is there any way to make money off of this? It turns out there is, but it takes more work than simply throwing up a blog with Google ads.

When conservative blogger Mark Finkelstein gave a presentation in class last week, I expected something about making money blogging - the subject of that day's readings. Imagine my disappointment to learn he operates at a loss. (...probably - he wasn't sure exactly). A landlord in Ithaca, Finkelstein has no intention of making FinkelBlog his primary source of income.

Finkelstein said he made a decent salary blogging with NewsBusters, which is promising if you don't mind working for someone else. If you're more the DIY type, there are four revenue models we have identified in class:

1. Direct from fans:
The Talking Points Memo option, in which your loyal readers give you cash. Of course, this means you need loyal readers. Kevin Kelly offers an interesting take on the issue, arguing one needs 1,000 True Fans to live comfortably:

A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can't wait till you issue your next work. They are true fans.

Tap the audience, like Robert Greenwald did for "Iraq for Sale: The War Profiteers," asking for donations in exchange for listing supporters as producers in the credits. Or you could try Lawrence Watt-Evans' model:

In 2004 author Lawrence Watt-Evans used [the 1,000 True Fans] model to publish his newest novel. He asked his True Fans to collectively pay $100 per month. When he got $100 he posted the next chapter of the novel. The entire book was published online for his True Fans, and then later in paper for all his fans. He is now writing a second novel this way. He gets by on an estimated 200 True Fans because he also publishes in the traditional manner -- with advances from a publisher supported by thousands of Lesser Fans. Other authors who use fans to directly support their work are Diane Duane, Sharon Lee and Steve Miller, and Don Sakers. Game designer Greg Stolze employed a similar True Fan model to launch two pre-financed games. Fifty of his True Fans contributed seed money for his development costs.

2. Advertisers:
The old stand-by. From Google Ads to product placement to banners. Google Ads are safer than traditional advertising because they are controlled by computers (really, really smart ones) that are not offended by your hatred of Coca-Cola. They are also more annoying because they can lead to white supremacist organizations and obnoxious dieting advise.

3. Donors:
This is sort of like direct from fans, if your fans include Bill Gates and Warren Buffet. The problem with donors is you might be beholden to their interests. With 1,000 True Fans, you can at least trust most of the people to stick with you, whereas if you criticize the new MacBook, Steve Jobs might be unwilling to pen your next paycheck.

4. Borrowing/Stealing:
Great way to rack up some debt, but the idea might pay off.

5. Marry/Have and Affair With a Wealthy Patron:
This is how Margaret Sanger raised capital for her Woman Rebel and Birth Control Review. In this case a donor was necessary, because very few companies would advertise in such publications.

But probably the two most important factors for making money are determination and luck. Publishing is easy, so the problem becomes getting your voice heard in the blogosphere. What separates you from the millions of other bloggers? Having a niche and an interesting take are ways to start. Also, don't underestimate the power of luck. Who would have ever thought I Can Has Cheezburger would go from a few viewers every Caturday to 200,000 unique visitors a day?