Heavy Lifting - thoughts and web finds by an economist
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Tuesday, April 24, 2007

Heavy Lifting vs. Anheuser-Busch

Heavy Lifting averages about 80 hits a day, sometimes more and sometimes less. In many ways, that level of visitation is a disappointment: I would have hoped after three+ years of blogging that the "word" would have been spread a bit more (perhaps it has?). However, in a world with ever increasing demands on reader time and more competition from alternative sources of information and entertainment, it is tough to generate a lot of traffic on a blog like Heavy Lifting.

However, all I have invested in my endeavor is a bit of time and creative energy. What will happen to the guy who is in charge of Bud.tv, the on-line television channel sponsored by Anheuser-Busch? From Advertising Age:
he brewer's VP-global media initially hoped to have as many as 3 million monthly visitors to Bud.TV by next February. But in an interview late last week with the Associated Press, Mr. Ponturo said he's now shooting for 500,000 monthly visitors to the site by then.

The drastically reduced expectation follows news that Bud.TV's traffic fell 40% in March, to 153,000 visitors.
This is absolutely amazing. Bud.tv, backed by one of the largest companies in the world and one of the most expensive advertising budgets (in general), can only muster about 50 times as many visitors as Heavy Lifting?!?

I might take that as a comforting signal about the relative importance of Heavy Lifting in the grand scheme of the world wide web, but that would be giving myself too much credit. That Bud.tv can only muster 150k visitors a month, or 5,000 per day, tells me the market has spoken: Bud.tv is not very good. Whoever came up with the idea and spent a lot of AB money on the Bud.tv probably needs to polish their resume.

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