The BlogAds network has begun allowing select groups of bloggers to organize themselves into sub-networks, so far 17 of them, focusing on topics such as left-wing politics, evangelicals, music, baseball, gay issues, and gossip, MediaPost writes. Advertisers can find the separate groupings, along with traffic numbers and prices, and do a partial or full network buy.
The theory behind the new networks is that bloggers can group themselves together much better than a top-down organization - because of the large volume of blogs - and advertisers get to select blogs by category, and on top of it reach millions who don't read the top blogs but do read myriad others.
Meanwhile, Wired magazine cofounder John Battelle announced plans to launch a technology-blog ad network, including Boing Boing and his SearchBlog, according to another MediaPost article. FM (Federated Media) Publishing will launch with 10-20 blogs in the fall. Battelle, who also founded The Industry Standard, said he is inviting only "high-quality, high-authority" blogs into the network.
