Organizing an Online Media for Philippine Blogs

Just finished a meeting with the people at K2 Interactive this afternoon and they consulted with me a plan to organize an ad network for Filipino blogs. K2 is a communications agency based in Ortigas and a top notch solutions provider with clients like Ayala, Glaxo-Smith Kline, SM Prime Holdings, HSBC, Jollibee, MTV Philippines, Mead Johnson and Unilever.

I believe they are in the best position to represent the the top Filipino blogs in the market since they already have the connections and the experience in traditional media advertising.

When I started out Pinoy Top Blogs a year ago, one of the goals I had was to show to the market that there is enough traffic in the Philippine blogosphere and this traffic is a good venue to advertise aside from mainstream media (MSM). The people at K2 has recognized this potential and are willing to take the risk to become the sales rep of Pinoy bloggers. I think this is a major step for us Pinoy bloggers and I am closely coordinating with them to make this a successful one.

I have already agreed to run an ad campaign for one of their clients this September and there are several other bloggers who have been contacted as well. What we are aiming is to gather the best and most trafficked Filipino blogs and package them for targetted online ad campaigns. This is actually similar to what John Battelle is doing on Federated Media.

So what are the traits of a potential candidate for this ad network?

• Blogs with niche topics
• Bloggers who have a loyal subscriber base (RSS feeds)
• Consistent high-trafficked blogs
• Bloggers that are influencers in their field, credible and transparent

We will start by looking at the Top 100 blogs in Pinoy Top Blogs, review the blogger’s profile (so be ready with your About page), and assess them accordingly. I have sent out a short-list of blogs that I can vouch for but will keep on looking at the list for more (yes, the more the merrier). Those who are interested to join may leave a comment and provide a link to your About page (please include your blog’s target audience, demographics and stats). I suggest making your SiteMeter/Statscounter publicly viewable.

We will organize a formal gathering for everyone and personally introduce to you to guys from K2 Interactive (also for MOA signing). We are looking to roll this out within a month’s time.