I’m surprised at the poor quality of @valleywag and @gawker on Twitter. These users are just links to the most recent blog posts on these respective properties. Why doesn’t Gawker Media empower their editors to create original content that runs over the Twitter accounts for their various blogs?

Are there any real attempts at create Twitter media properties? @KevinRose is the Twitter user with the most followers according to Twitterholic, but he is not a media property IMHO because his Twitter presence is not his business. The closest thing to a media property in the Top 10 on Twitterholic is @MacRumors, but @MacRumors does not contain any monetization in their Twitter stream or on their Twitter page, so it’s really just a distribution channel for the REAL media property, which is MacRumor’s website.

A skeptic might ask, how do you monetize a Twitter page? Well, you could sell your background image, you could sell your avatar image, or you could offer sponsored updates to be injected into your stream of updates. Perhaps an example would make the value proposition more clear:

Sample sales are short windows of time where high-end designer fashion labels get rid of excess inventory at deep discounts. It’s hard to discover when sample sales are available (they are intentionally underground and exclusive), and because the window of time when they are open is short, information about sample sales is very time sensitive (which is perfect for Twitter). One could imagine a Twitter media property that send updates about sample sales when they are first announced and again when they are actually taking place. The property would be a great way to engage the target demographic that like sample sales: wealthy, 18 - 35 yr old, more commonly female, fashion conscious. You could reach this audience through sponsored updates or selling background images.

This example is a little bit contrived because there isn’t a significant overlap between Twitter users and sample sale connoisseurs. But, I bet that as Twitter grows in popularity, we’ll start to see media channels with models similar to this example start to pop up.