Make blogging profitable

One of the key problems limiting the progressive movement is the difficulty of making blogging profitable and sustainable.  The progressive blogosphere is a key component of the movement, but its health relies on the time availability and financial stability of individual bloggers.

There are now some fledgling efforts to make blogging pay: grants from Blogpac, fellowships for investigative blogs like Colorado Confidential and Minnesota Monitor, and the Blue America Speakers Bureau.  But these are just the tip of the iceberg, and I'd like to hear what other thoughts are floating around for make blogging more lucrative.  I have some thoughts of my own, and I've included them in the extended entry.  I'd love your own ideas, or comments on my thoughts.

If you're interested in really sinking your weekend into reading up on this, check out Cursor, Inc's funding library, which is remarkably comprehensive.

I should note that I have a financial stake in this issue.  Most obviously, I'm a blogger and would like to earn money for my efforts.  More than that, I am also working on a side project to provide banking products to progressive bloggers, and this project will clearly be more successful if bloggers are more profitable.

The following is a short description of the kinds of things bloggers can do to make money.  Most of these are not really new, just tweaks on existing methods already in circulation.  But hopefully they will be a helpful jumping-off point.

  • Cost per action ads.  For a blogger, Google ads and Blogads are easy to implement, but they don't pay very well, except for top-tier blogs.  Even state-level blogs occasionally don't make much this way.  There are a couple of ways to get better rates.  One is to implement "cost per action" ads, where the blogger gets paid a fairly high amount (measured in dollars) for each action the blog's readers take as a result of an ad.  Note that cost per action is different from cost per click - in the case of cost per action, the blogger gets paid when the blog reader completes some action (e.g., completes a purchase transaction), whereas in the case of cost per click, the blogger gets paid when the reader clicks on an ad (and possibly does not complete an action.)

    Cost per action is the basis for bookseller programs from places like Powells, but books aren't sufficiently profitable to justify a very high rate for each action.  However, done right, cost per action could apply to many different kinds of products which are relevant to a progressive blog's audience, and could be very lucrative, for the proper combination of blogger and product.

  • Expand the advertising base.  Until recently, most progressive blog ads were sponsored by organizations with a distinct progressive slant, like candidates and advocacy organizations.  That is starting to change, and as blogging becomes more mainstream, more and more nationwide corporations (like Marriott) are beginning to purchase ads on blogs.  But really, this is just the beginning.  Local retailers should be advertising on local blogs.  The problem is that most local retailers are slow to adopt new technology.  Even when they are gung-ho about advertising on the Internet, lack of local blogs can be an impediment.  

    Theoretically, Google ads at least makes it possible for local retailers to advertise on local blogs, if there are blogs in the area on which the retailer can post.  The real problem is that there's a large disconnect between local retailers and retail bloggers, and they should be tied together.  I've previously had some thoughts about using local newspapers to bring these two communities together (and to help replace lost newspaper advertising revenues), but may be other ways to achieve this goal.

  • Premium content.  I know, I know - content wants to be free.  But I think in certain targeted cases, premium content could really work.  With premium content, the blogger occasionally produces some very high-quality work, such as the results of a survey, report on some public policy topic, polling results, or something else of value.  The content is available on a pay-only basis (with the cost determined by the blogger).  Right now blogging software doesn't do a good job of supporting premium content, but adding this kind of capability in to a blog platform is a fairly minor software task.  Goodies like teasers and user ratings can be appended to premium content to make selling premium content easier.

    An interesting twek on this idea is reader-generated premium content.  In this case, readers can publish premium content on the blog, along with the blogger.  The reader gets paid for each download, and the blogger takes a small cut.  This idea really values the creation of a community of expertise, since bloggers get credit for creating the kind of community where experts who are capable of producing (and willing to consume) premium content gather.

  • Solicitations for free content.  This idea has certainly been tried before, to great success - the two examples that come to mind are Matt Stoller's reporting on the Connecticut Democratic primary last year, and Josh Marshall's reporting on the New Hampshire primary in 2003.  The idea could be expanded; in general, any conference or extended political event is an opportunity for this kind of reader-supported content.

  • Pay-to-post.  This idea is, in a way, an extended advertising opportunity.  And I can only imagine it'll be somewhat controversial, so I hesitate to throw it out there.  But in brief, the idea is to allow a candidate (or company, or organization, or whatever) to have restricted front-page posting privileges on the blog for a short while.  Such pay-to-post opportunities could be used in a variety of ways.  For example, a candidate could release a public policy plan on the blog's front page, in order to garner feedback on the plan.  Clearly, pay-to-post opportunities should be fairly limited, perhaps happening no more than a few times a year.

  • Paid reader memberships.  With this idea, a blogger would charge readers some annual fee for a membership, with certain defined privileges.  Dailykos already does this - you can pay to view the site without ads.  That's a good first cut at this idea, but there should be many other privileges which could be used to sweeten the pot and charge higher membership rates.  A local blogger, for example, could team up with a local newspaper to offer discounted subscriptions with each membership (or other kinds of memberships in community organizations, like the YMCA.)  Alternatively, if a blogger tends to get lots of "sneak peek" invitations, (to movie previews, and things like that), those invitations could be turned over to the membership from time to time.

  • Consulting opportunities.  Consulting is the "gold mine" of blogger profitability - bloggers use their high profile to garner potentially lucrative consulting gigs.  This works reasonably well for bloggers with very marketable skills, which are closely related to the subject of the blog.  In fact, blogging is a reasonably good way for an independent consultant to generate new business, so this idea works in reverse.  What I'd like to see is a bit better support for bloggers to garner these kinds of opportunities: advertising to generate demand for blogger/consultants, tips for bloggers on how to be effective at garnering consulting engagements, etc.

In a way, I'm a rather odd person to be discussing these ideas, since I've never really used my blogging to earn money, at least not directly.  I've never used an ad program, bookselling program, merchandising program, or Paypal donation link.  So it's possible that some of these ideas have already been tried and failed, or that they're otherwise brainless.  So take them with a grain of salt.

What I'd ultimately like to see, somewhere, is a "Blogger's guide to profitability", which really studies various profitability mechanisms and provides solid research on which ones are most effective, which blogs tend to profit the most from each mechanism, and how to modify your blog to be more profitable.  If anyone knows of a resource like that, send it along!

Tags: Blogosphere, liberal entrepreneurship (all tags)




What about fellowships? This is how the VRWC has talking heads ready to go at the drop of a hat: they are stashed at Heritage, or Hoover, or wherever and given a lucrative fellowship. I know CAP has some fancy big-time bloggers, but what about setting up some kind of new media foundation to support somewhat less famous bloggers. I could imagine a lot of people being interested in that type of arrangment, from labor to some of the think tanks or PACs.

by Ozymandias 2007-06-02 11:12AM | 0 recs
Re: Fellowships

I think fellowships are great, but the question is who pays for those fellowships.  Small donations aren't enough, usually, and big donors, by and large, aren't interested.  My perspective is that blogger profitability is going to have to come from bloggers and their readers themselves, generating useful, profit-making services or products.  Otherwise, we're just waiting around for some big donor to get wise.

by Shai Sachs 2007-06-02 11:27AM | 0 recs
I believe you

but how can big donors not be interested? Can't someone like Simon Rosenberg put together a presentation making blogging seem like a good bet? Also, there is a ton of progressive money that comes from tech folks. They must be hip to the power of the web. You can't tell me someone like Andy Rappaport wouldn't put up a couple dozen large to fund a kickass new media institute.

I mean you can, and I'd believe you, but has anyone ever asked?

by Ozymandias 2007-06-02 12:32PM | 0 recs
Re: I believe you

The Rappaports do indeed have their thumbs in some interesting projects - for example, check out the New Progressive Coalition, which I've blogged about a little in the past.  They seem to "get" entrepreneurship as applied to politics pretty well.

But the rest of the pickin's are pretty slim, from what I understand.  There was, in fact, an effort a few years ago to pull together rich liberal donors to participate in strategic grantmaking.  It was called the Democracy Alliance, and I think they finally launched their website a few months ago.  They are not throwing around a lot of money - something like $50 million given last year (see this piece from The Nation).  That sounds like a lot until you realize that conservatives spent that much on their youth leadership training programs alone last year.

By my math, a blogger fellowship program that pays decent wages to one blogger in each state would run about $2.5 million a year.  To really reach a broad cross-section of the blogosphere, we'd have to have even more than that.

According to its website, the Democracy Alliance has funded groups like Center for Progressive Leadership, Women's Voices, Women Vote, New Democratic Network, and Young People For.  All worthy organizations, beyond a doubt.  But until very recently, it was very difficult to get a foot in the door unless you had a connection to one of the donors.

Now, the Alliance appears to recently have opened up to public contact, which is definitely a good sign.  And you're right, that it might indeed be possible to get a grant for a larger-scale fellowship program.  The Center for Independent Media (which funded Colorado Confidential and Minnesota Monitor, according to The Nation) might in fact already be looking into that, and I hope they do.

At the end of the day, I'm discouraged by two things with big donors: a) to get through to them, you have to have connections; and b) they are actually somewhat stingy.  This may not be true of all big donors, but the Democracy Alliance example certainly is not encouraging.  A lot of small-time bloggers don't have connections to wealthy donors, and wealth donors don't appear to be putting down the money needed to really support a large-scale blogger fellowship program.

by Shai Sachs 2007-06-02 02:31PM | 0 recs
Re: Fellowships

Why aren't there any progressive equals to Heritage or AEI?  Is it because no one wants to front the money?  because the MSM won't put them on the air often enough?

by Calvin Jones and the 13th Apostle 2007-06-02 02:15PM | 0 recs
Re: Fellowships

I would have to guess it's more about the money, and also about the time.  Center for American Progress and maybe Drum Major Institute are the closest thing we have to those two think tanks, and they are much smaller think tanks (not to mention, there are vastly more think tanks on the right.)

The other problem is that CAP and DMI are both very young.  The Heritage and others have been "working the refs" for a long time now, and they've perfected the media outreach game to a science.  You should look at their section on resources where they provide other think tanks with tips on how to reach the media - it's scary how sophisticated their operations are.

I'd imagine that even using those techniques with perfect precision, a progressive think tank would have to spend at least a few years working up a solid reputation with media booking agents and the like.  Moreover, it's not entirely apparent that Heritage's resources for think tanks would really apply to progressive think tanks, or that CAP/DMI has the funds to implement all of those suggestions.

by Shai Sachs 2007-06-02 02:36PM | 0 recs
Re: Fellowships

Would I be correct in thinking that in a way, we'll never be able to compete against them?  AEI and the rest usually have a lot of corporate money coming in.  In fact, that's the problem with the DLC.  I guess I am fearful that the MSM will shut out progressive voices because we challenge the status quo, and since they are owned by big business, they don't like the status quo being challenged.

by Calvin Jones and the 13th Apostle 2007-06-02 03:52PM | 0 recs
Re: Fellowships

Well, I hope not.  You are correct that taking money from big business is corrupting, and it's not a very good foundation for progressive governance.

But big business is really a very small part of the overall economy.  Medium-sized (20 - 100 employees) and small businesses (< 20) comprise the lion's share of economic activity in the country, although they don't get much attention in the media.  If the "long tail" hypothesis is correct, I expect that this will be more and more true as time goes on.

Part of the reason I'm trying to develop resources and ideas for liberal entrepreneurs is that I want our movement to be economically self-sufficient, as much as possible.  That's why I'm concerned with revenue streams for bloggers and other liberal entrepreneurs - if their work is self-sustaining, then we'll really be able to go toe-to-toe with the money from big corporations.

As for the traditional media - who really knows what will happen with them?  I believe it's possible, with a lot of work, to get them to be more friendly to progressive views.  I also think that the traditional media's sway is in sharp decline, relative to new media.  What's more, I think that media overall is just one part of our political environment, and it's actually the least effective in terms of swaying political opinions.  Churches, schools and labor unions are much more effective in shaping our ideological environment.  If we can succeed in strengthening the labor movement and in building up the Religious Left, then the bleatings of the conservative talking heads won't really matter much.

by Shai Sachs 2007-06-03 06:16AM | 0 recs
Re: Fellowships

There is another state blogging fellowship that started in May in Iowa called Iowa Independent.

by noneed4thneed 2007-06-03 11:32AM | 0 recs
Cost Per Action

How do you feel about online campaign ads being cost-per-action, where a blogger can receive money for spurring contributions to a candidate or PAC?  

by Anthony de Jesus 2007-06-02 01:16PM | 0 recs
Re: Cost Per Action

If it's legal, why not?  Cost per action is a good value for both the campaign and the blogger - the campaign gets plenty of free impressions (since most readers don't donate), and the blogger gets, probably, more money.  Meanwhile, the rates are good enough that the campaign's certainly going to make a "profit" off the ad buy.  The only downside, I'd imagine, is if an ad buy doesn't generate donations - then the blogger is losing potential revenue from a cost per impression ad.

by Shai Sachs 2007-06-02 02:38PM | 0 recs
Re: Cost Per Action

You know how people argue online.  Even if cost-per-action proves to be more profitable than cost-per-impression for some political ads, how likely do you think it will be to see comment flame wars based on whether or not a high-profile blogger has turned into a soulless shill, no matter how obvious he or she isn't, if someone's chosen candidate is criticized.  (See the concept of pie fights at Daily Kos and recent diaries here and there and everywhere by Obama and Edwards supporters.)

by Anthony de Jesus 2007-06-02 04:07PM | 0 recs
Re: Cost Per Action

Well, maybe.  One thing I've learned is that you can never predict how readers and commenters will react to your posts. :)  But CPA vs. CPM or CPC advertising is really a pretty obscure topic for commenters to get into, isn't it?  And it's not even all that obvious whether a particular ad is CPA or not.

The only way to really find out is to try, I suppose.  A little while ago I was screwing around with the idea of creating a progressive competitor to Blogads.  Maybe I should do some more research on that and write it up.

by Shai Sachs 2007-06-03 06:21AM | 0 recs
Re: Make blogging profitable

Thanks for the post.  I have been disappointed at Cotton Mouth by how little Google Ads generate.

One thing that I think is important to future revenues is that bloggers have to think of themselves as businesses.  Any business that provides content like television or newspapers actively works to find advertisers and will expend significant manpower to do so.  Even the local weekly will generally have someone whose job is to sell advertising.

In the next couple of weeks I'll be testing if this works as I look to find advertisers.  Instead of focusing on the ideology when I'm selling the space, I'll be selling the audience to them.

My .02

by cottonmouthblog 2007-06-02 01:18PM | 0 recs
Re: Make blogging profitable

Good luck!  I hope that works out for you.  Do you have a good idea of your audience demographics?

I think you're right that bloggers should think of themselves more as a business, although the burden of selling ads can be quite difficult, especially when placed on top of writing, commenting, reading other blogs, promoting the blog, working the local media, etc.  I suppose it would be most easily done by a group blog, where one of the bloggers can be focused on ads.

If you learn some valuable tips from your week of advertising, definitely let us know!  I'd love to hear a case study, or even a simple set of lessons learned.

by Shai Sachs 2007-06-02 02:43PM | 0 recs
Re: Make blogging profitable

Will do.

by cottonmouthblog 2007-06-02 03:23PM | 0 recs
Re: Make blogging profitable

The Democratic Party should invest in the infrastructure that put it over the top. Democratic leaders seem more than intent on taking our money and votes but won't hesitate to use the same Right Wing talking points their Republican counterparts use to attack us, when it comes to policy.  It's time to turn on the ATM for us too.

by leonard145b 2007-06-02 01:31PM | 0 recs
Re: Make blogging profitable

Check out the discussion with Anthony de Jesus above - cost per action advertising for campaign donations is one way to get better return for our donations along those lines.  

But bear in mind that Democratic politicians have actually been among the most active supporters of the blogosphere - for a long time they provided the better part of the ad revenue for liberal blogs.  That is starting to change as more advertisers come on board, but only recently.  Of course, some politicians are better than others, and some seem to really be very opportunistic.  But it's inaccurate to paint with too broad a brush.

by Shai Sachs 2007-06-02 02:47PM | 0 recs
Re: Make blogging profitable

While some Dem politicians are reaching out with blogads (a few hundred dollars here ad there), it would be helpful if they would also send their funding base our way.  By "our way" I mean not just blogs, but the kinds of "progressive infrastructure" organizations that are associated with bloggers and our message, like BlogPac, ActBlue, Commonweal Institute, Cursor and their Media Transparency, etc.  If these orgs were funded a LOT more could be happening for bloggers, activists, and message development.

To accomplish this, we need a wider understanding that what we are doing lays the groundwork for campaigns and policy fights.  We activate the base, we get people out to go door to door in precincts, etc.  AND we get the message out to the kind of audience that takes that message and repeats it at the dinner table, etc.

So this is an area to think about and discuss - how do we educate the political donor class about the kind of leverage we offer them and their candidates?

by davej 2007-06-03 11:49AM | 0 recs
Re: Make blogging profitable

This is pretty premature, but I just set aside a few thousand dollars for developing a website that has--I think--the potential to support progressive blogging without required any addition effort on the bloggers' side (and this is the biggie, because I think they're pretty overwhelmed just blogging in sufficient quantity).

I'm still looking into the pros and cons, and more than halfway suspect that this is just a fantastic way for me to lose a few thousand dollars. Hm. Actually, one of the things I'm looking into is webhosting by a progressive host, and coding by a progressive coder, etc., so at least when I lose my stake it'll still help someone blue!

Isn't there a Monster-type service for liberals? Can anyone point me toward that?

by BingoL 2007-06-02 01:45PM | 0 recs
Re: Make blogging profitable

Well, there is the MyDD job board. :)  And idealist, although that's for non-profits generally, not progressive movement organizations per se.

I'd love to hear more about your website!  Feel free to send an email.  Sounds like an interesting idea.

by Shai Sachs 2007-06-02 02:52PM | 0 recs
Re: Make blogging profitable

Idealist! That's the one I was thinking of. Just searched and I found not one,, not two, not ... well, let's just say five interesting-looking companies that do web development. A great place to start. Thanks.

This is how far gone I am: I'm actually considering going with SoapBlox and basically ignoring/disabling 90% of the features, just because I'd like to support them. I mean, they do Burnt Orange Report, Calitics, Blue Hampshire, FluWiki, Raising Kaine, My Left Nutmeg, and one and on. Though I think that even I am not idiotic enough to use a community blogging package for something that's neither blogging nor community. Close call, though.

by BingoL 2007-06-02 03:41PM | 0 recs
Re: Make blogging profitable

If you are hiring, I'd suggest posting on Democratic Gain, Jobs that are Left and the New Organizing Institute.

by domma 2007-06-02 03:11PM | 0 recs
Blogging as Advertising

I think that it's pretty clear that blogging isn't going to develop into a full-time paying gig in and of itself for almost everyone.  At least, not as long as the barriers to creating a blog are incredibly low and content is relatively easy to produce.  As long as it is equally easy for anyone to put up content with no gatekeepers, the money won't be in providing content.  So the blogging makes money by spurring other economic activity rather than being an end in itself.

Blogging can be used to advertise ones abilities.  You mentioned bloggers as consultants.  Bloggers can demonstrate marketable skills by writing expert blogging articles.  Content is easy to produce, but content that requires a certain knowledge or educational background isn't.  Some bloggers have even been able to gain book deals based on their blogs.

Media bloggers can use blogs to drive interest towards the newspaper/magazine articles and books that they write.  It's freely available writing intended as a sample for their other writing that they sell.

Blogging can be plain shilling.  If a political campaign hires a blogger, that blogger is a shill whose job is to write content that makes for good advertisement for the candidate/party.  It's not wrong to be a shill.

by Anthony de Jesus 2007-06-02 02:09PM | 0 recs

seems to me the most lucrative opportunity for bloggers.

Every competitive campaign needs a good campaign blogger, and the few veteran campaign bloggers have been snapped up by presidential campaigns.

So if there's a competitive race in your state, contact the campaign manager and ask to be interviewed for the position of campaign blogger.

There are usually other paying jobs on the Internet team like maintaining the web site, managing the database, writing and sending emails, etc, for which bloggers may have the necessary skills.

by bob fertik 2007-06-02 06:19PM | 0 recs
Re: Make blogging profitable

Thanks for this.  I agree that it's going to be difficult to make blogging a profession for anything but a tiny top-tier minority, but it's great to be thinking along these lines.  Sadly, I don't have much to add, but I think your ideas are top notch.

by dday 2007-06-02 02:44PM | 0 recs
Re: Make blogging profitable

Thanks!  Hopefully we'll have progress along these lines, sooner or later.

by Shai Sachs 2007-06-02 02:53PM | 0 recs
Re: Make blogging profitable

This is such an important topic, and one of the things I struggle with as a blogger.  The reality is that without a budget for expenses and salary there are serious limits as to what a blogger can do.  After awhile you hit a wall in terms of how it affects your ability to expand your content.  

by Melissa Ryan 2007-06-02 03:04PM | 0 recs
Re: Make blogging profitable

What level of a budget would make a difference? Obviously the more the merries, but what's the ballpark where a few bucks for coffee turns into 'hm, now this isn't much, but it's actully helpful to me as a blogger!'

by BingoL 2007-06-02 03:44PM | 0 recs
Re: Make blogging profitable

Well at this point any!  Last year our blog received a mini grant from the Sunlight Foundation.  It covered our hosting costs for two years and allowed us to purchase equipment like digital audio recorders.

Travel costs are becoming an issue for us right now.  We're trying to do more original work, and transportation costs add up quickly.

Long term we'd love to have someone be able to cover the Legislative session as a job, but that's just a pipe dream right now.

by Melissa Ryan 2007-06-02 03:52PM | 0 recs
Re: Make blogging profitable

You might face an even more uphill battle because your blog is nonpartisan, or bipartisan, or non-mono-partisan or whatever.

Really makes me crazy that the people who are doing all the work of the writing and researching have to be happy about a grant covering hosting costs! (Not that that isn't great, but still ...)

by BingoL 2007-06-02 04:52PM | 0 recs
Re: Make blogging profitable

It could be more uphill.  Hopefully we can market our concept as a unique situation worth preserving!   But obviously we're not in a position to tap into funding from activist sources.

by Melissa Ryan 2007-06-02 05:40PM | 0 recs
Re: Make blogging profitable

Have you given some thought to premium content?  I'm not familiar with CT Local Politics, but I bet you could drum up interest in, for example, what the readership of your blog thinks about a particular topic.  You could run polls and then charge for the results, for example.

Good luck!

by Shai Sachs 2007-06-03 06:25AM | 0 recs

What I imagine is a blog that's free 95% of the time, but then every once in a while, you have a fundraising drive.  During such drives, you either have to pay or listen to an advertisement before reading.  This is equivalent to what PBS does during telethons.

To maximize the effect, you should synchronize with several popular blogs, and have a joint fundraising pool.

Alternatively, you could be even harsher with it: no reading at all during the fundraising period unless you pay.  Basically, if you refuse to pay, you have to wait until the fundraising drive is over before you can read again.

by joshyelon 2007-06-02 03:16PM | 0 recs
Re: Telethons

oh, that's a good idea... although a week in blogtime is pretty long, and you sort of risk losing some readers that way (and there's plenty of competition out there.)  on the other hand, if your readers value you enough, and you've got a good niche carved out, it should work out.  also, of course, this is better than public radio fundraising drives, since once you pay, the annoying fundraising pleas end.

by Shai Sachs 2007-06-02 03:25PM | 0 recs
Re: Make blogging profitable

by joshyelon 2007-06-02 03:16PM | 0 recs
Re: Make blogging profitable

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by Glen 2007-06-02 05:30PM | 0 recs


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