Is it a blog or an advertising network? On Monday, the line between the two got a little thinner at Six Apart, a blogging-software company that offers Movable Type and TypePad, announced a restructuring that includes three new legs: acquiring creative agency Apperceptive, launching its own advertising network and consulting services division, and opening an office in New York.
The company founders call the moves an evolution that marks a return to the roots of the company. Six Apart Services and Six Apart Media will leverage the power of the company’s blogging community to generate new revenue streams.
“Our customers have asked us for complete solutions as their blogging and social-media efforts grow,” said Chris Alden, CEO of Six Apart. “Our mission is to help everyone succeed in blogging.”
Six Apart’s New Face
The Apperceptive acquisition becomes the foundation for Six Apart Services. The division will offer design, development, implementation and integration services to build blog-powered communities for publishers, companies and major bloggers. Apperceptive is known for building blog-powered communities for sites including The Washington Post, The Huffington Post, major-league baseball and iVillage.
Six Apart Media aims to complement Six Apart Services with a premium advertising program that offers more control over advertising on blogs. The goal is to help bloggers produce more revenue than simple text ads provide.
The five-year old company has also created a suite of VIP services aimed at helping bloggers achieve their goals, whether it’s traffic or influence or simply connection to a community. Services for VIPs include blog assessment and optimization, design and template analysis, and educational services and webinars.
The Evolution of Blogs
Greg Sterling, principal analyst at Sterling Market Intelligence, said Six Apart’s moves could create an advertising opportunity that reaches many millions of people. The opportunity with blogs, he noted, is not undeveloped but less developed than other aspects…
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