A TechCrunch article titled Why Advertising is Failing on the Internet is making the rounds this morning with a bold claim that the much-hyped advertising model for web-based content is doomed to fail. Eric Clemons offers some good ideas in this piece, but his basic premise doesn’t make much sense to me. Here on LitKicks, even as the economy spirals around us, I’ve been having a pretty good year.
I sell ads through BlogAds.com, a service whose Internet-grown principles and homespun values I trust. You can buy LitKicks ads for $20 and up on BlogAds, and they send me payments through PayPal once a month. I had a very good month in October of last year ($500.63), though I was disappointed in the Christmas season follow-through ($300.51 for November, $235.99 for December), which probably suffered due to general economic slowdown. But sales picked up in January ($403.00), dipped again in February ($210.95) and will hopefully be up again for March.
My regular advertisers include the wonderful independent book publicist M. J. Rose, whose brand of Buzz Balls and Hype usually includes a healthy dose of blog ads for her clients, and the Print On Demand publisher XLibris, whose highly varied offerings I always look forward to seeing here. I click through on every blog ad purchased on LitKicks — every webmaster who sells ads should do this, I think — and I have seen some excellent and surprising titles (as well as some admittedly less promising ones) in the mix. It makes me very proud to be able to help self-published and independent authors contact the readers they are looking for on these pages.
This pocket cash sure doesn’t enable me to quit my day job, but it comes in handy and it feels good. It’s a nice feeling to be paid for my writing, and for my ability to select other good writers for the site (I have experimented in the past with paying these writers, and will hopefully be able to do so again).
It’s a very modest successful business that I’m running here — but I take some solace in the fact that I probably earn more money each month than many established literary journals, and I take even more solace in the fact that several larger content organizations consider web advertising a failure (as Eric Clemons’ TechCrunch article indicates) while I consider it a nice little nut. Maybe this is because these failing sites feature shallow content, overeager writers with untrained voices and shaky convictions who don’t know how to build and keep an audience. Many hopeful content companies also spend way too much in pursuit of web ad dollars, and often don’t include “patience” in their business plans.
I know a bit about patience myself, because my modest success selling ads on LitKicks caps a long series of frustrations that almost had me giving up at several points. In 2002, unemployed and broke, the dot-com economy a wreck, I urged an independent book publisher and rare book seller to be LitKicks’ sole sponsor, with a graphic ad on the bottom of every page, for $100 a month. This arrangement lasted exactly one month before the publisher backed out. Later in 2003 and 2004, when I was even more broke and desperate, I initiated a custom LitKicks ad sales program, the “LitKicks Visibility Program”, selling ads that looked something like BlogAds’ ads would eventually look, for $75 a pop. This earned me more than a thousand dollars in its first year, but the revenue trickled in too slowly and unsteadily for me to consider it a success, and I was happy to dismantle the program and switch to BlogAds in 2005.
Web advertising, like any other honest business, is a hard grind. But the fact that fools rush in does not mean the business model is flawed. I believe the TechCrunch article that’s making the rounds today tells only half the story. Web advertising isn’t making me wealthy, but it’ll pay for my lunch today, because after years of effort and mistakes I’ve gradually figured out how to do it right. That’s what good business is all about, isn’t it?