As a publisher, we’re damned if we do and damned if we don’t.
We are always looking for new revenue streams and ways of monetizing.
- Google Adsense revenue is falling
- Affiliations remain a small percentage
- Direct advertising is inconsistent
So, what’s next?
- Sponsored Posts
- PPC Agency
Matt Cutts (Google) says: Clear disclosure of sponsorship is critical, and that includes disclosure for search engines. If link in a paid post would affect search engines, that link should not pass PageRank (e.g. by using the nofollow attribute). Google — and other search engines — do take action which can include demoting sites that sell links that pass PageRank, for example. Source
So, it’s no sponsored posts!
We’ve been approached many times by companies offering to fill “unsold” real estate. Not that we have any unsold re, when I have enquired, I have discovered:
- Adverts from outside our catchment
- Undesireable advertising
Adverts from a far away country is of little benefit to our readers and while the advert may bring in a small return, they are unlikely to continue.
Adverts for products and services deemed to be undesireable include: gambling, casino, adult, weight, health, etc
So, it’s no PPC Agenices
It’s a slippery slope. The publishing industry is not what it once was.
Mobile is Killing Publishers
My greatest concern is the move towards MOBILE surfing where advertising is ineffectual and financially unviable for publishers.
We are all guilty. We search for something on our phone, visit a web site to get the answer. We disregard advertising in search of our goal.
..and that’s where the problem is: we DISREGARD the advertising.
As a publisher we are serving up good content, but not receiving any reward for it.
Google told us a few weeks ago that over 50% of web traffic is now on mobile devices.
Pages and content that have consistently generated revenue for us are now served up 50% of the time on mobile devices.
We’ll wait and see
- Sponsored posts and dofollow links? – reddit
- Paid posts should not affect search engines – Matt Cutts
It’s really a comment or after-thought.
Some publishers continue to flourish. Publishers in “print” continue to flourish. It may be that old fashioned advertisers like to see their marketing in print.
It may be that ‘event’ publishing is not viable. There are lots of players in the online event vertical, most offering free advertising and surrounding the event with ppc and advertising.
The “web directory” vertical died largely because search engines saw it as competition for advertisers’ dollars. From 2011, se deranked directories, effectively killing it off.