His blog is of purely entertainment nature. It is all about jokes centered around Steve Jobs and Apple Inc.

On the Web, people have certain expectations. One of them is “entertainment on WWW is available for FREE”.

Yup, access to Fake Steve blog is free. Many posts he wrote are hilarious. But there is no brand value in it.

AdSense works as contextual advertising. What kind of valuable “context” his blog offer to tempt the visitors to click on the adsense ads? When people visit such site, their goal is to enjoy hilarious contents, not to find information on products or services. How the heck could he expect to earn a lot just simply because he got loads of visitors?

It appears that many people owning websites believe that traffic = money. While this equation is not entirely wrong, traffic doesn’t equate to money. More traffic doesn’t simply mean more green papers either.

Content plays a part, very critical and vital part, in success of a site.

Personal branding is another intangible return blogging can give. But beware of what kind of image you are projecting. Building a brand is hard. Building a personal brand by posting hilarious jokes is harder.