(Some) bloggers get (a little bit) rich

Maureen Ryan reports in the Chicago Tribune that bloggers are starting to rake in the bucks:

A year ago, blogger Glenn Reynolds joked to the Tribune that he was making “burger-flipping” wages from the trickle of funds readers donated to his popular Web site, Instapundit.com. These days, Reynolds can afford to order steak. Since he began accepting advertisements on his site five months ago, Instapundit.com has been bringing in several thousand dollars a month. It’s starting to look as if bloggers can make a living from their sites, thanks to an advertising boom. Companies who want to reach specific consumers — current-events mavens, conservative PhDs, cell phone fanatics — are hooking up with blogs that can deliver those eyeballs. Some politically oriented blogs are also riding an election-year advertising wave, but industry experts expect the trend to last well beyond November…. “It’s really just taken off the last few months,” says John Hawkins of RightWingNews.com, a Blogads client who says he cracked $1,000 in monthly ad profits for the first time in June. Advertisers have started to realize that some of their most well-heeled customers spend a decent chunk of their Web time reading such blogs as the politically obsessed Eschaton (atrios.blogspot.com), the Washington, D.C., gossip site Wonkette.com and the cell-phone fanatic blog HowardForums.com. Blogads offers ad rates tied to its clients’ Internet traffic — the more visitors, the higher the rate for an ad on that site. Given that some sites have been running as many as 15 ads at a time, a little back-of-an-envelope math shows that several of Blogads’ top clients are likely clearing as much as $3,000-$5,000 a month. That’s a nice chunk of change for bloggers, especially the ones who would like to make blogging a full-time job. But is this burgeoning advertising boom — and it is a boom, since the top premium ad on Escaton cost $100 per month a year a go and $2,500 per month today — built to last?

I will leave that question for my readers to discuss. However, Ryan reviews the various demographic surveys suggesting that the blog demographic is a lucrative and well-connected one:

“Every week for the last year, I had at least one advertiser say to me, `Who reads these things?'” says Henry Copeland, the founder of Blogads. “I wanted them to see for themselves that it’s not just unemployed teenagers.” Far from it. In May, Copeland created a demographic survey and asked several of his blogging clients to alert their readers to it. Copeland had hoped that 10,000 blog readers would volunteer to click on the survey and answer its questions, but more than 17,000 did so. And though the survey isn’t a scientifically accurate sampling of blog readers, the folks who filled out the form appear to be a mature, well-heeled group. Sixty percent of the Blogads respondents said they are more than 30 years old, and almost 40 percent reported they have a household income of more than $90,000. Perhaps most important to advertisers, half of those who took the Blogads survey said that over the last six months they spent more than $50 online for books and more than $500 for plane tickets; 25 percent spent between $100-$500 on electronics via the Web. A May poll of 20,000 readers of Talking Points Memo — a different survey conducted independently of the Blogads poll — reveals a similar level of prosperity. Forty-five percent of TPM’s survey respondents said they have advanced degrees, and 52 percent claimed incomes of more than $75,000 a year.

That said, one should bear in mind that Ryan is really talking about the peak bloggers at this point. If John Hawkins is raking in $1,000 a month, that’s great, but that’s not a huge sum of money. [What about you?–ed. I bring in far less than Hawkins — but I won’t deny that it’s gratifying to actually earn money from this little venture.] At this point, maybe 5-10 bloggers can earn a decent living from blogging. It’s nice that there’s a new job category for the BLS and IRS to consider, but we’re not talking about a huge economic impact here.