The Power 150 is the creation of PR executive and keen blogger Todd Andrlik. He used three objective measures -- algorithmic metrics based on Google PageRank, Bloglines subscriptions, and Technorati ranking -- as well as one qualitative measure, to create a dynamic system that scores the blogs.
Why expend a lot of effort on this? "After I launched my own marketing blog, I discovered the wealth of marketing knowledge being openly shared and discussed in the blogosphere by executives, agencies, freelancers, professors and students," said Mr. Andrlik. "It was an incredible internet subculture, but unfortunately no comprehensive catalog or ranking system for these marketing blogs existed, so I decided to create my own." Todd also worked with the software experts at another site, TechBrew.net, to automate the entire thing.
Then last month, he concluded a deal with Ad Age to move the Power 150 to Adage.com. "This partnership means that more people will now have access to bloggers who faithfully deliver quality marketing information on a daily basis," said Mr. Andrlik. "The bottom line: The Power 150 will become an even more valuable tool with Ad Age's staff, resources and giant readership behind it."
Mr. Andrlik will stay involved. He'll still be responsible for coming up with the qualitative ranking for the blogs that are ranked on the system, and he'll be contributing interviews with some of their authors to Ad Age's site and helping Ad Age spot blogs that should be added to the system.
In hosting the ranking, Ad Age has done little to change it. The design has been tweaked to work within the current Adage.com specifications, and there's a new search function that allows users to find specific blogs.
"I'd be lying if I said that we weren't thinking about attracting more readers and more links by adding the Power 150 on our site," said Ad Age Editor Jonah Bloom. "But we also believe this is a useful service to our readers, showcasing and linking to all the marketing and media blogs in one place and giving our readers a sense of how influential they are. Ad Age has always been the leading source of data and rankings on marketers, brands, agencies and media companies, so it made sense to us to also provide a ranking of blogs. Todd had a great idea here. I hope Ad Age can help sustain and build on this service."
To check out the ranking, go to AdAge.com/Power150