I recently had an email exchange with an ad agency that was trying to place a text ad on GreenLiteBites. They wanted the ad to run for 12 months and the price the suggested was comparable to what I charge for 2 months of similar ads that run on my side bar. When I mentioned this fact the response I received was…
“We are offering a quite different price because our adverts would remain static and will not undergo any rotation so you will not spend extra efforts updating it. Bear in mind that all we need is a simple text-based advert of one or two words at most. It should only take about three minutes of your time to insert and would cause minimal distraction to users of your site.”
To which I responded…
“…the text link ads in my side bar require no work from me at all now that the code is installed. I demand higher rates not based on amount of work to add the simple piece of code but the amount of value I provide the advertiser. Bear in mind, I spend countless hours on this blog gaining readership, increasing my google page rank, responding to comments, and building a community. This is apparently attractive to your clients. That is what you are compensating me for. Not the 2 minutes it takes me place the link.”
When I first started blogging I probably would have simply accepted their offer and considered myself lucky that someone wanted to advertise on my site but I have changed and so have the times.
My site is NOT a Free Billboard for your Ads. I have spent YEARS building my brand and my reader base. This doesn’t happen overnight. I’m sure the New York Times or NBC doesn’t sell their ad space based on how much work it takes them to run an ad. Don’t get me wrong. I’m not saying I even come close to more traditional marketing channels like prime time TV or major News Papers but until bloggers realize that the value they add to a potential marketer is worth more then “three minutes of work” they will never be fairly compensated.