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Nov 12, 2004


johnmoore (from Brand Autopsy)

We've been approached on many occasions to display ads on Brand Autopsy. Our standard response is ... “Brand Autopsy is more about generating ideas than generating income.” It is our belief you lose some of the blog’s purity when you add an advertising sidecar to it.


Hahahah, I had the same problem with the "morning pages". But when I did them, I loved 'em. Haven't done 'em in years.

I have an interest in mindfulness technologies in therapy and I think the "morning pages" are a type of mindfulness practice. I will probably assign them where appropriate in my eventual practice.


The problem, as I see it, is that the very things that make the blogosphere valuable are antithetical to advertising in the traditional vein. That's why we're convinced that instead of trying to solve the problem with personal values questions like those you list, you have to change the whole playing field. No imperfect human-run organization can, over the long term live up to that.

The best imperfect answer (at least for today), is pure pay-for-performance advertising.

It's possible in today's market, even in analog mediums. And it takes the advertiser to the question they should be asking, which is: Are you generating the consumer behavior I want and at what volume?

The traditional model puts you in the millieu of questions like: What content are you giving me or leaving out to make me think I'm getting better response when I really have no empirical clue.

I'm a young Old Media guy, and I'll say it: Traditional advertising is voodoo smoke and mirrors. That's why we have to take you to lunch and buy you presents and woo you to get you into our advertising bed.

(Once we launch), we have a policy that ad reps can not buy lunch for clients. We're going to make a big deal of it, use it as a marketing hook. Because we're not trying to woo you with our siren song. We're a sales rep, conversing on your behalf with our customers in exchange for a commission. A cost of sales, not a marketing expense. We're partners. And partners go dutch.

We think the whole model can and should change.

Bernie Goldbach

There is no need to subscribe to a vow of poverty when writing an idea-filled blog. Your book citations should link to an Amazon referrer string so if your commentary enlightens a reader to the point of purchase, you get some money off your next inspiring purchase in the Amazon shop. I don't think you sacrifice editorial integrity with a referrer link to a book or product that spawned one of your wonderful essays. Most of your readers are capitalistic enough to recognise they may be dropping a dollar into your tipping jar when they buy an item you mentioned in the course of writing several hundred well-crafted words.

Evelyn Rodriguez

I didn't mean to sound anti-capitalistic. Au contraire, I'd be more interested in being Google in this scenario (or whomever is aggregating the value of The Long Tail, see Oct Wired article) than just making a measly $30-$50 a month from this blog. The amount of money to be made from carrying advertising from this blog is just not that interesting. (It was easy to miss my reference to how everyone was enamored in the dot-com days with the online ezine+community advertising-supported model - but they didn't turn out to be the most successful online business models, did they?)

There is a lot of talk at least here in U.S. around bloggers supporting themselves solely from advertising - that's when the slippery slope comes into play. You will never know as a reader which books I recommend because I truly feel there was something in there that was important enough to share or those I throw in for good measure for a few extra bucks. And I never never want to that kind of question to arise in the mind of my reader.

I agree with the folks at Pegagus News (see Publisher's comment above) that the game will look different.

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