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  • Measuring the Impact of Blogs

    Wall Street Journal , NY
    May 26 2005

    Measuring the Impact of Blogs
    Requires More Than Counting
    May 26, 2005

    If you read press coverage about blogs, you might conclude that just
    about all Americans are reading a blog. But then you wouldn't have
    time to read the press coverage, because if surveys are to be
    believed, you're probably busy creating your own blog.

    The numbers of the blogosphere range widely. Are there 10 million
    blogs, or 32 million? Do a quarter of online Americans really read
    blogs, as one oft-cited survey found? And why do rankings of the most
    popular blogs vary so much?

    Adding to the confusion: disagreement over exactly what a blog is. In
    our young era of blogging, there's still no consensus. "Blog" derives
    from "Web log," and everyone agrees that a blog should be regularly
    updated, with new entries in reverse chronological order -- and that
    the entries can be about anything. But millions of people establish
    blogging accounts with free software providers like Google Inc.'s
    Blogger, Microsoft Corp.'s MSN or Six Apart Ltd.'s LiveJournal -- it
    takes mere minutes -- and then never post to their blogs. Others
    password-protect their blogs and use them to share photos and data
    with a small group of family members, friends or colleagues. Whether
    or not you count all those represents a big chunk of the swing from
    10 million (cited recently in the New York Times and USA Today) to
    31.6 million blogs (Ottawa Citizen and the Ann Arbor News). Both are
    world-wide estimates.

    First, let's step back and consider why we're counting blogs at all.
    You no longer see articles that attempt to demonstrate the legitimacy
    of the Web by stating how many Web pages there are. But blogs are
    still in the process of entering mainstream consciousness, so
    numerical credibility is important; bloggers themselves cite the
    statistics a lot.

    ABOUT THIS COLUMN




    The Numbers Guy examines numbers and statistics in the news,
    business, politics and health. Some numbers are flat-out wrong,
    misleading or biased. Others are valid and useful, helping us to make
    informed decisions. As the Numbers Guy, I will try to sort through
    which numbers to trust, question or discard altogether. And I'd like
    to hear from you at [email protected]. I'll post and respond to your
    letters. WSJ.com subscribers can sign up to receive e-mail when new
    columns are published (nonsubscribers click here to sign up), and you
    can read more columns at WSJ.com/NumbersGuy.



    It turns out that counting blogs isn't as hard as counting Web pages.
    When writers who use common blogging software want their blogs to be
    publicized, they choose to automatically "ping" computer servers for
    companies like Technorati Inc. (www.technorati.com) and Intelliseek's
    BlogPulse (www.blogpulse.com), whose goal is to measure and index
    blogs. Then Web users can go to those companies' Web sites and run
    searches to find blogs that have written about topics they're
    interested in. BlogPulse now indexes about 11 million blogs
    world-wide; Technorati, about 10 million. Over the past six months,
    both have seen a doubling in the number of blogs on the Internet.

    "Nobody asks how many Web sites there are out there," Natalie Glance,
    a researcher with BlogPulse, told me. "We're fortunate that all these
    ping servers do exist. But it's really a hard question to answer."
    That's because not all blogs ping the search services. In Korea, some
    software providers say they have millions of blogs, and neither
    BlogPulse or Technorati count them all. "It's pretty significant
    undercounting," Ms. Glance said. David Sifry, Technorati's chief
    executive, told me at a blogger conference last week that he was
    headed to Seoul later that week to try to get Korean blogs in his
    index. (Already, about two-third of the blogs indexed by Technorati
    are in languages other than English.)

    Technorati and BlogPulse both define blogs as being meant for public
    consumption. This is an important distinction because Internet
    companies seeking to cash in on the surge in blogging have rolled out
    products that combine blogging software with other tools like
    photo-sharing and social-networking services. When you create an
    account with one of these companies, you're considered to have a
    blog, even if you never write a post. The same goes if you restrict
    access to a select group of readers. Microsoft's MSN Spaces says it
    has 10 million accounts, but a spokeswoman says more than half of
    those accounts are available only to a restricted set of users.
    Meanwhile, BlogPulse's Ms. Glance says that half of MSN Spaces blogs
    appear to be blank, based on her research.

    Some analysts have tried to count private blogs. Perseus Development
    Corp., a Braintree, Mass., market-research company, last month
    reported 31.6 million blogs, using an unusual approach: It added
    reported numbers of blogs from companies like MSN, with its own
    projections for number of blogs for companies like Google that don't
    disclose stats. It arrived at the projection by forming random
    strings of letters, and then searching to see if those letters
    corresponded to a blog on the service. Services with lots of matches
    were assumed to be hosting more blogs than those with fewer matches.
    "We tried to extend the random-digit dialing from the telephone world
    into the blog world," Jeffrey Henning, chief operating officer of
    Perseus, told me.

    (The Blog Herald, a blog about blogs, counted over 60 million blogs
    this week, relying on figures from operators world-wide.)

    No one has sole control of the definition of blog, but it seems to me
    that for the sake of counting, Technorati and BlogPulse are right to
    exclude the private blogs. That puts their estimates below those from
    some other analysts, but the companies are focusing on what they can
    directly count, and relying less on estimates.

    Still, the number of blogs isn't really that informative, since so
    many blogs are abandoned soon after they're launched. It's more
    useful to look at the volume of blog posts. According to a
    presentation by Technorati's Mr. Sifry at the blog conference, daily
    volume is 800,000 to 900,000 posts. But Ms. Glance says BlogPulse,
    which says it has more blogs in its index, counts only between
    350,000 and 450,000 posts a day -- and that number has held steady
    for about a year, even as the total number of blogs has accelerated.
    Regardless of who's right, notice that these number are well below
    estimates for the total number of blogs, countering the image of
    blogging as a multiple-times-a-day activity. Ms. Glance says that
    based on her research of activity in January, the typical active
    blogger posted an update just once every 10 days.

    The total number of active blogs -- those with a post in the past 30
    days -- was 3.5 million on May 1, according to BlogPulse. That was up
    just 30% from last September, even as the site found that the total
    number of blogs increased nearly 200% over that time. That suggests
    there's a lot of dead air out there.

    Pinning Down Readership

    The number of blogs doesn't tell us much about the medium's
    relevance. How many people are reading blogs?

    In a telephone survey of U.S. Internet users last fall, the Pew
    Internet & American Life Project found that 27% of respondents said
    they read blogs. (Users were asked: "Please tell me if you ever do
    any of the following when you go online. ... Do you ever read someone
    else's web log or blog?") But in the same survey, Pew asked: "In
    general, would you say you have a good idea of what the term Internet
    'blog' means, or are you not really sure what the term means?" Just
    38% of Internet users answered "yes." Of the 27% who said they read
    blogs, about 40% answered "no" to the blog-awareness question.

    Some of those people who didn't really know what blogs are, yet say
    they read them, may have been feeling social pressure. At the height
    of election season, blogs were being covered heavily in the press and
    bloggers were seen by some as celebrities and expert analysts. Survey
    respondents who considered themselves sophisticated political
    observers may have wanted to be reading blogs, even if they didn't
    know how to find them. As I discussed in a previous column, social
    pressure can skew survey results to yield numbers that aren't
    credible.

    "Sometimes people don't want to say, 'I don't know,'" Lee Rainie,
    director of the Pew Internet & American Life Project, told me.
    However, he doesn't think social pressure played that big a role
    here: "It's not the same as saying, would I spend my tax dollars to
    clean up the environment."

    In an update to the survey earlier this year, Pew reported that 25%
    of Internet users said they read blogs -- a small decrease from the
    2004 results. The blog-awareness question wasn't asked that time
    around. Multiplying the results with Pew's estimate for the total
    number of Americans online yields an estimate of about 32 million
    American adults who read blogs. That number is frequently cited in
    press coverage of blogs.

    How Important Are They?

    Even if millions of Americans read blogs, there are very few
    individual blogs that have a significant number of readers. Several
    Web sites attempt to rank blogs for popularity, but it's not always
    clear how they arrive at their numbers.

    Little Green Footballs (littlegreenfootballs.com) -- Charles
    Johnson's conservative blog that rose to the top echelon of blogs
    with its coverage of CBS's flawed report on President Bush's National
    Guard service -- is ranked No. 4 in rankings published on The Truth
    Laid Bear, a site often monitored by bloggers. But Little Green
    Footballs is 12th on Technorati's top 100 list. Both rankings
    evaluate blogs based on how often they are linked to by other Web
    sites, though Truth Laid Bear limits its universe to an "ecosystem"
    of about 23,000 blogs, thereby diminishing the number of blogs in
    contention and the number of incoming links.

    Evaluating a site based on how many other sites link to it has some
    validity -- it provides a measure of reputation and name recognition,
    and Google uses a similar strategy to deliver its search results. But
    this measure fails to take into account the prominence of the site
    doing the linking. (A link from a high-profile blog would likely
    deliver more traffic than dozens of links from unknown blogs.)

    There is a more straightforward measure of popularity: The number of
    visits to the sites. Truth Laid Bear has a traffic ranking, which
    counts average daily visits to each blog. On that ranking, Little
    Green Footballs ranks No. 7, with 87,155 visits per day, behind
    liberal blog Eschaton. Yet Blogads.com, a blog-advertising network,
    shows Little Green Footballs with a weekly average of more than
    752,000 visits, ahead of Eschaton.

    Advertisers may not be happy with either number, since they count
    total visits, and not the "unique visitor" figure that is the
    standard currency for many kinds of online advertising (advertisers
    don't want to pay twice to reach the same reader). "That's a big
    issue," Henry Copeland, founder of Blogads.com, told me at a
    conference last week. "We're very aware that's a flawed number."

    The anonymous publisher of Truth Laid Bear, who uses the name "N.Z.
    Bear," told me in an e-mail, "My systems are lousy for making
    definitive pronouncements about the entire scope of the blogosphere
    ... But for the blogs I *do* track, they offer pretty good data,
    especially in comparing between blogs."

    ComScore Media Metrix and Neilsen//NetRatings are the sources most
    often used by online advertisers to track unique visitors. Neither
    tracks blogs as a matter of course, though comScore did look up
    traffic for 13 prominent blogs in April, upon my request (I picked
    ones from the top of the various rankings). Just five met the
    company's minimum threshold for statistical significance of about
    150,000 monthly visitors. Media and gossip site Gawker had the most,
    with 304,000 unique visitors. The others that cleared the cut:
    Defamer (287,000), Boing Boing (250,000), Daily Kos (212,000) and
    Gizmodo (209,000). Among those that didn't were prominent political
    blogs Instapundit, Power Line and Eschaton. (I asked NetRatings about
    the same 13 blogs, and it had reportable data only for Defamer, Daily
    Kos, Boing Boing and Gizmodo -- and the sample sizes didn't meet
    standards for statistical significance.)

    ComScore and NetRatings both recruit panels of online users who agree
    to install software that monitors their behavior. The companies use
    sampling techniques similar to those of political pollsters.

    By point of comparison, comScore says the New York Times's Web site
    had 29.8 million unique visitors in April.

    * * *
    My column last week on the number of Armenians who died in mass
    killings and deportations in the Ottoman empire 90 years ago sparked
    a lot of mail, including several letters criticizing the column for
    minimizing the deaths and for seeming to set a numerical threshold
    for determining if genocide was committed. Neither was intended by
    the column, which looked behind a historical death toll that is often
    repeated without explanation, to examine how it was calculated.
    Armenian groups and advocates who are pushing Turkey to call the
    killings a genocide often cite death tolls in their accounts.

    Here are some letters, edited for space and clarity:

    Dr. Papazian made the most salient point in your article -- getting
    lost in the numbers shouldn't divert attention from what is most
    important, which is that the Armenians were subjected to a methodical
    and diabolical genocide perpetrated by the Turkish government and its
    constituents. ... Using numbers to play politics with the lives of
    those who died for their cultural identity and their religion is a
    shameful game that only the guilty and the conscienceless would play.
    -- Peter Abaci

    A point you seemed to have completely ignored in your article were
    the number of Muslims killed. This is a scary issue and the
    psychology behind the bloodshed in the Middle East. A dead Christian
    gets counted but no one cares about a dead Muslim. The McCarthy study
    touches on that issue very well. ... Also why is McCarthy the only
    academic you mention from a Turkish-friendly point of view?
    -- Omer Koker

    I am an Armenian descendent living in Brazil. ... You can ask any
    Armenian you find in Diaspora, in any country of the world, and
    you'll find that they had lost relatives during the genocide. In my
    case, I lost three of my grandparents, burnt inside a church, among
    other relatives. ... It's not a game of numbers, it's a question of
    conscience and justice.
    -- Andrew R. Apovian

    Your first mistake is grossly undercounting the number of experts and
    countries that affirm the Armenian genocide as a fact. At least 100
    of the most renowned genocide and Holocaust experts in the world have
    affirmed the genocide of 1915. Moreover, scores of countries, U.S.
    states, municipalities, and international organizations have done so.
    See here and here for lists of experts, countries, international
    organizations, and others that have formally affirmed the Armenian
    genocide. ... The Armenian genocide has been studied to death, as
    have the fatality figures. The genocide is a fact that has been
    proven time and time again. You should not have presented it as
    debatable, just so that you would appear to be "fair-minded."

    Another example of Number Guy's undercounting is the absolutely
    amazing statement that Armenians who died of "disease and starvation"
    should probably not be counted as part of the killing. Numbers Guy,
    the "deportations" are regarded as death marches by all experts on
    those events.
    -- David B. Boyajian

    Several readers cited the recognition of the genocide by scholars and
    governments. But these recognitions don't always cite specific
    numbers of Armenians killed. And the politicians and scholars
    generally didn't directly study the death toll. What interested me
    was the actual source of the numbers -- the scholarship upon which
    the numbers were based.

    As for David's second point: I didn't say such deaths probably should
    not be counted; I said it was debatable. The estimates of Armenian
    deaths are derived indirectly from reduced population counts, from
    all causes. There are no reliable counts of how many died directly
    from Ottoman actions, hence the uncertainty.

    Increased study into what you called the harbingers of genocide (such
    as undercounting the targeted population) might even help improve
    early detection and help save lives. Continuing to focus on counting
    the dead in order to define genocide will only perpetuate debate
    after-the-fact, which will always be too late.
    -- Basil Valentine

    I appreciated your thoughtful article about how many Armenians died
    in 1915. However, I am more optimistic about the chances of resolving
    these disputes. Specifically, I have been campaigning for the setting
    up of an independent international historical commission under the
    umbrella of UNESCO [the United Nations Educational, Scientific and
    Cultural Organization]. This is quite distinct from the recent
    proposal of the Turkish government for a bilateral Turkish-Armenian
    historical commission. The Turkish proposal is a significant step
    forward and has been welcomed by many governments but contains
    serious flaws -- not least that the Armenians will not be willing
    participants. The Armenians argue that no more research needs to be
    done but this cannot be accepted when so many facts and documents are
    disputed, and archives still closed. ... A bilateral commission
    composed of Turks and Armenians will inevitably be dominated by
    political not scientific issues, filled with partisan historians
    bickering over the validity of documents and definitions.
    -- Patrick Byrne, editor, Turkey In Europe online magazine
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