Burst Media Launches Early Adopters Network - TechCrunch, BoingBoing Among Others

Burst Media has launched yet another ad network this month -- this time it's Early Adopters. Two hundred sites are in the network and CN is included (we've been with Burst since their launch in the mid-90s) and it looks like some of Federated Media's sites are in the mix as well, namely MobileCrunch, TechCrunch, Boing Boing, and UberGizmo. I am just making a guess that the sites are joining the network as part of Federated, they might be doing it outside. We've heard Techcrunch Editor Arrington say he wants out of Federated, perhaps this is a way out (though I seriously doubt it).

comScore reports that the network serves 23 million unique visitors a month and Burst notes that the content areas include, "content ranging from gadget reviews and tech talk to music and video games". Last month Burst Media launched the Moms Ad Network and a Food Ad Network.

Will these vertical ad networks help Burst become a leader again? Sadly I say no. I want to see Burst reinvent themselves and kick butt in the space but these ad networks are just little patches on a hole thats too large for patch work. It's time to chop down the rest of the wall and build a new one. I will have more thoughts on this in the next week about how Burst (and many of the other Web 1.0 ad networks) can reinvent themselves. They are seriously starting to run a fine line between growth and death - and if they aren't willing to look past the banner ad, one can only imagine what side of the line they will (sadly) be on soon.

For those interested, here are the demographics for the Early Adopter network: