- They deliver customers (readers in this case). Talk of old-boy networks aside, businesses are built on the principal of making money;
- Their services are duplicable - once an article is written, it can be cheaply distributed to many readers (and even syndicated;
- Average ability is a poor substitute for superior ability. In other words, the payoff to being a little bit better is huge. You can view this in a tournament framework - it doesn't matter if you win by an inch, you still win;
- They have brand recognition.
The same question could be asked of CEOs (and often is, by people who don't understand business): Why do a CEOs at some companies make 500 times what the average worker does?My sense is that the same answers apply.