Tuesday, July 17, 2007

Site Sponsor Matters

Over at Cozy Frog Titmowse has an article on choosing a sponsor. Most of it I agree with, so I highly recommend it. Especially the, "Maybe the message board philosophers are correct. There is no "best" sponsor ­ there is only the "right" sponsor."

However, there are a few additional points I'd like to make.

When Titmowse discusses testing a sponsor she says, "If you market a sponsor for a couple of months with no results, find another sponsor. If you are making money with a sponsor, keep them."

I think this is too simple. It suggests that after a few months poor performance by a sponsor is 'all on the sponsor.' This may be true; but it also may not be true.

Sponsor performance also depends upon what you do.

Titmowse covers some of this in her piece Designing With Niche In Mind:
For example, say you decide to promote a BBW paysite. You think the niche is funny. So you build a point-and-laugh free site, chock full of insulting text, degrading graphics and ads for your sponsor. Your site receives all kinds of traffic but literally nobody clicks your ad banners. Why do you think that is? Do you really think that the point-and-laugh crowd is going to shell out money for a membership to a BBW paysite? Did it ever occur to you that your niche-based design insults the very people that happen to like big women and are aching to find a site where they are welcomed and appreciated? Sure, if you design a site that honors BBW models, you probably won't get as much traffic, but the traffic you get will be targeted to sell. You won't waste bandwidth on a bunch of gawking freeloaders.
Design issues aside, there are other matters such as the quality of your posts/articles, your authority, and of course, your traffic. All of this affects sponsor performance.

It's easy to blame a sponsor, go get another. But they aren't the only factor.

Your sponsor can be doing everything right, but if you don't pay attention to these matters, well, sponsor choice just doesn't matter.

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