Università degli Studi di Pavia
Dipartimento di Giurisprudenza, Ingegneria Industriale e
dell’Informazione, Scienze economiche e Aziendali, Studi
Umanistici, Scienze Politiche e Sociali
Corso di Laurea Magistrale in
Comunicazione Professionale e Multimediale
Relatore:
Chiar.mo Prof. Fabio Muzzio
Correlatore:
Chiar.ma Prof.ssa Federica Da Milano
Anno Accademico 2012/2013
Tesi di Laurea di
Martina RAGGI
THE BLOG AS A SOURCE OF
REVENUE
 Measurement of performance
 Increase the popularity of the blog
 Online earning methods
 Earning perspectives
 Sources of income
PERFORMANCE INDICATORS OF
THE BLOG
 Link popularity
Measures the reliability of a website.
It refers to the number of links
pointing to a page
 Google PageRank
Is an algorithm used to rank
websites in their search engine
results
 Website statistics
Files created by the web server that
hosts the blog and provide different
information
INCREASING BLOG POPULARITY
 Creating a community
 Integration with social networks
Advantages:

Strengthen the identity

Conducting traffic

Increase contacts
ONLINE EARNING METHODS
 Advertising
 Affiliate Programs
 Sponsorships
 Reviews
 Donations
ADVERTISING IN THE BLOG
Banner
Google AdSense
Allows to earn through contextual advertising
 Simple
 Many advertisers
 Customizable
NOIBLOGGHIAMO
 Allows to earn
with AdSense
and Advit
 Provides
visibility
 No
restrictions
 Always up to
date
AFFILIATE PROGRAMS
The owner of a website (affiliate) promotes the products or the services
of a business owner (merchant), in exchange for a commission
PAY PER
PERFORMANCE
REVIEWS AND SPONSORSHIPS
 Reviews
 Are sources of non-continuous
income
 Are used to draw attention to a
product
 Sponsorhips
 Financial sponsorships
 Exchange sponsorships
EARNING PERSPECTIVES
Annual Revenue
52% Less than $1,000
20% $1,000 - $4,999
10% $5,000 - $4,999
7%
$30,000 - $4,999
4%
$100,000 or more
4%
$10,000 - $19,999
3%
$20,000 - $29,999
Technorati 2013 Digital Influence Report
SOURCES OF INCOME
Technorati 2013 Digital Influence Report
BLOGGERS AS OPINION LEADER
Over the years, bloggers have established themselves as
opinion leaders, able to influence the purchasing behavior of
consumers
Technorati 2013 Digital Influence Report
BLOGGERS AS TESTIMONIAL AND
DEVELOPERS OF PRODUCTS
BEPPE GRILLO’S BLOG
According to an
estimate of “Il Sole
24 Ore” it has
generated in 2013
between 5 and 10
million Euros
Earns with pay per
click banners
and pay per action
ads
ROBIN GOOD
MasterNewMedia
85% of earnings come from
AdSense, while the
remaining are obtained
through the sale of
advertising space to direct
clients, sponsorships and
selling ebooks
BLOGS IN ITALY
Imageware 2013
FASHION BLOG
Earns with:
 Banners
 Participations
in events
 Product
placement
 Special
projects
TECHNOLOGY BLOG
Salvatore Aranzulla has been earning with his blog since the
age of 17
 AdSense
 Advit
FOOD BLOG
Thanks to her blog,
Sandra Salerno has
become a
professional chef
and organizes
cooking classes
FINAL CONSIDERATIONS
The blog has proved to be an instrument of income that has
allowed, in some cases, to make blogging a full-time
profession.
The elements that influence the success or the failure of the
blog monetization are:
 Communication skills of the blogger;
 Creating an active community;
 Exploit the potential of social networks;