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RETURN ON INVESTMENT
$3,000 is generally what you see when a small blog features you. This is only true if it is a real blog with real readers. Many blogs buy their traffic and don't have readers. Some blogs may drive less even with active readers. Many small blogs won't deliver any backers.
$5,000 is roughly how much a single medium sized online publication is generally able to drive in new sales when they write an article about a product. The publication must have an aduience fit that in your target market, otherwise sales will be lower.
$40,000 or more is how much a top tier media hit can drive. There is nothing more powerful than a top tier media hit. An article like that can drive more backers than anything else in record time. All it takes is a bit of a luck, and a skilled publicist to make it happen.