When blogging evangelists speak to me, they all say, ?Blogging is a marketing revolution. Why don?t you get that, moron??
When direct marketers speak to me, they all ask, ?What are these blogging guys all hyped up about? No one?s making any serious money with blogs. What a waste of time!?
My opinion, after spending just 2 months in the blogosphere (and a quarter of a century in direct marketing), is that direct marketers are unlikely to embrace blogging any time soon ? for the simple reason that ROI has not been directly demonstrated or measured.
For instance, MB, the marketing director at a major publisher of business-to-business newsletters told me, ?We are paying no attention to blogging, because we see no way to monetize it.?
My challenge to the blogging crowd: How would you respond to MB? Do you have any direct marketers as clients who are making significant money from blogging? Who? How much? How?