Just found this post from Abstract Dynamics which is the most on target description of what we are doing.
Jason Calacanis is clearly putting way more thought and effort into monetizing blogs then just about anyone else. In his talk today he broke down the Weblogsinc strategy (and Nick Denton) and I’d say he’s pretty much on point. The core of what Weblogsinc is trying to do is consolidate enough blogs so that its economical to pay a sales force. And thank god someone is thinking like that. I’m not convinced its essential to do hands on ad sales to make money of blogs, and the political blogs are proving it. But the very fact that there will be ad sales people for blogs is going to be essential for the expansion of the market. These are going to be people convincing advertisers blogs are a winning proposition, and they are going to be the people driving ad rates up. And hell, its going to be way nicer to have an ad salesperson then not.