Compensate Citizen Publishers Like People, Not Web Sites

Mike May at MediaPost: Compensate Citizen Publishers Like People, Not Web Sites (RegReq) -

The value of citizen publisher content to advertisers or sponsors should be no less than the value of freelance writing contributions to publishers. The industry standard for freelance writing is $1 per word. Blogs, then, should be valued, on average, at $1 per word.

The word count contributing to this value is to include comments on the site. Blogs richer in conversation are considered valuable by all measures, and the writers who stimulate and sustain that conversation should likewise be compensated.

He brings up an interesting conversation starter. That is, how to monetize the media revolution is important. Who is gonna pay that $1/word?

Also from May's post:

What then is the best way to make this proposal?

To advertisers: If Chevy Chase Bank in Maryland can justify $7 million to build the Round House Theatre in Bethesda, is subsidizing DCFoodies.com at $7K per month or BethesdaRookie.com at $3K per month--to reach the same audience with much higher engagement--really a stretch?

To citizen publishers: Earning your first 13 cents through AdSense is a thrill you've long since gotten over. Take down your contextual advertising; reduce supply and hold out for an increase in demand.

To ad networks: You're leaving money on the table. This content you're trying to monetize is worth far more than what you're charging advertisers. Find a new way to position this media; vaunt these publishers as people and this content as the conversations they are; and create a new media model for an entirely new media dynamic. It will be worth it.

Someone--a progressive marketer, a foresighted publisher, a well-capitalized entrepreneur--is going to upset this apple cart. When it happens, citizen publishers won't just be competing with established publishers for audience attention and engagement; real media dollars will be at stake.

Viva la new media revolution.

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