How many blogs do you cover? What sort of traffic?

HC: Right now, we work with 900 blogs, totalling between 150-200 million impressions a month.

The traffic on many blogs is much lower than established online titles – why would a brand bother?

HC: Exactly because there are so many billions of impressions out there peddling the same news and ideas to the same sheep. A few advertisers are beginning to understand that blogs are the hubs for buzz… and they are getting past the “gimme 500 million impressions” to ask “how many minds are we changing, and whose minds?” Second, these are places to hit aficionados, weirdos and mavens who shepherd the consumer sheep through marketplace.

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