A hardly surprising finding

Ars Technica reports on an interesting research report:

The amount of online "chatter" about an upcoming album release directly correlates to higher physical album sales, according to two researchers with New York University's Stern Business School. Professor Vasant Dhar and former student Elaine Chang observed the trends of 108 albums released during the first two months of 2007 to see how different outside elements affected (or predicted) sales once the albums became available, and found that all of them had some effect or another. But certain elements of online chatter—namely blogs and social networks—seemed to be fairly accurate predictors of future success.

The researchers followed the Amazon sales ranks for each of the 108 albums over a period of eight weeks (they said that Nielsen SoundScan stats would have been ideal, but they are costly and proprietary), as well as articles, blog postings, and MySpace friend counts about them. The blogosphere appeared to be most strongly correlated to better album sales—if 40 or more legitimate (written by normal people and not  by marketers) blog posts were made before an album's release, sales ended up being three times the average.

Read more here.