Typical supply/demand issue. Paidcontent.org hosts a seminar on the economics of blogging as a paying job and finds that falling ad rates and more competitors are driving down the income a blogger could expect to earn. The seminar also said blogging is like to grow because advertisers are becoming more comfortable with ads on blog sites.
But the advertising market is very results focused in onlne advertising. Says Jeff Burkett, director of sales ddevelopment at Washingtonpost’s Newsweek site:
We have solid double-digit CPMs. But aside from that, brand advertisers are not interested in how many clicks do they get. What they care about is ‘Am I reaching my target audience?’