Dear Om,

New York Times critiques your Eyeball article in Business 2.0 with a quote from Calcanis:

Mr. Calacanis, who spoke with Mr. Malik for his article, was having none of it. “Om, you know I love you, but this is absurd,” he writes on his blog (calacanis.com). “No one in the marketplace is buying things based on eyeballs – no one. It’s all based on revenue.”

Monetizing your blog traffic is going to require some investment on your part:

1. An Ad Management system that can push ADs appropriately, beyond Google AdWords, and provide analytics on performance.
2. A detailed segmentation of your traffic which allows your advertisers to understand whom they are reaching.
3. An Ad Sales person / agency who sells the Ads, and is able to explain why advertisers should come to GigaOm.

This is why, combining a number of Blogs is beneficial, since you can then ammortize the investment across multiple properties, as well as get more attractive segmentation and coverage. This is also the rationale behind what Calcanis advises you to do.

My 2 cents.