Back then blogging was just beginning and it was a huge thrill just to get a few hundred readers or a comment here or there. I launched my own blog, Drew's Marketing Minute in 2006 so I was elated to hear I'd been included in Todd's original list of the best marketing blogs.
The list enjoyed early success, quickly rising to become the most comprehensive and definitive barometer of industry blogs. It was widely cited in books, bios, blogs and mainstream media, including Fast Company and the Wall Street Journal. It also inspired dozens of similar lists across numerous industries.
When Todd ran the list, it was 150 blogs and no more. You either made the list or you didn't. But late in 2007, Todd sold the list to AdAge and as you'd expect, they made some changes. They continued to call the list the Power 150 but the list grew exponentially - ranking over 1100 blogs as they shut it down earlier this month.
What makes the powering down important to any of us is that it signifies how quickly the social media landscape is shifting.
In the post announcing the decision, AdAge said "Why are we shutting it down? Since we took over the list from Todd Andrlik in 2007, conversations on marketing have broadened their reach well beyond personal blogs to Facebook, Twitter, LinkedIn and many other places. If blogging lowered the barrier to entry, social media obliterated it."
Does that mean blogging is dead? Despite some people suggesting that's the case -- I don't think so. It just means that digital marketing isn't so linear today. Before the barrier to entry was a blog. But today, you can jump into social media via Pinterest, Twitter, a blog or Google+. Blogs are no longer the only way people can or do share content.
If I were a betting man, I'd say the other reason AdAge decided to freeze the Power150 (the list still exists -- they just aren't updating it any more) was the sheer volume of marketing blogs out there. Their list is currently over 1100 blogs and I'm sure they were being barraged by new marketing blog authors every day. Back when Todd started the list -- it was manageable and scalable. But today the volume of potential entries and the time it would take to review all the prospective sites couldn't be sustained.
Whatever the reason, the Power150 was iconic in both marking the launch of social media/blogging and the moment when the list couldn't keep up any more.