Blogpire time

It would seem we are entering a second wave of blog empire building. Nick Denton’s little cadre of blogs has been on the decline of late signalling a slowing amongst the 2003/4 generation. Yet, picking over their bones, is a new series of blogpire wannabes, like the rapidly expanding Crunchpire and GigaOmpire.

Dan Farber, over at ZDNet, writes about this phenomenon as being Publishing 2.0 — a big call. It will be interesting to see how Michael Arrington and Om Malik get on with their expansive moves. Michael started with Techcrunch and has since rapidly grown his stable with the additions of Mobilecrunch, Crunchboard (jobs) and Crunchgear (which employs John Biggs, who used to writed for Nick’s Gizmodo blog).

Reading through some of the comments from Techcrunch readers, the reaction to the expansion has been at two ends of the spectrum – those who love it are clearly glomming onto Michael as a trusted commentator and are prepared to continue to give him and his team their attention. While others are vociferously opposed to this ‘dilution’ of the Techcrunch focus.

There is nothing wrong with expanding a true big brand into other horizontals — this is how Richard Branson’s Virgin empire grew. We tried this back at First Tuesday (Nick may recall this, although he had more or less checked out and moved onto other things by then), setting up Wireless Wednesday, building a jobs board and more.

The trick is in keeping the brand intensity up by sharpening focus and enhancing existing user loyalty, while reaching out to new audiences. Not easy, but doable.

I wish them luck with these endeavors and will be watching closely.

3 responses to “Blogpire time

  1. Pingback: Yoick - Hightechwire » Blog Archive » How to build a blog empire

  2. Thank you very much for your post, you gave me some missing info i needed for my study

    I have bookmarked your site and hope to see more great stuff coming


    Wilco Breek

  3. Hey there
    Thank you for your great info, i was looking for this for a while to finish my article

    I have bookmarked your site in the hope to see more of this great stuff


    Carroll Netherlands

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s