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BlogWorld 2010

Evergreen vs. Expirable Content: Make them Come Back

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BlogWorld 2010 Speaker: Jeffrey Powers
Evergreen vs. Expirable Content: Make them Come Back
Friday October 15, 2010
2:45PM – 3:45PM

@ Tradewinds E&F 7

As a podcaster, I notice a lot of shows I listen to or watch has a clock ticking. The second it’s done it needs to get out the door. News grows stale and within a week, the show will have expired.

Evergreen content is different. It becomes as important 3 months, 1 year or longer as it was the day you created it. When you see your stats on the website, these items will pop up from time to time. Some of them go viral and you get some pretty good traffic because of it.

Jeffrey Powers from Geekazine and Mignon Fogerty of Grammar Girl – Quick and Dirty Tips go through what is Evergreen, what is expirable and even give you some ideas as to how you can use your content to the best of your ability.

Mignon has some great insight on how to re-use content and why scripting is important. Jeffrey will talk about some cool opportunities coming up, including the upcoming HTML5 standard, to put your shows out. Together, they will give you an insight on how to make content people will come for – whether today or 5 years from now.

One thing you might even want to think about: taking your existing content and re-using it for a whole new episode. Jeff will talk more about that at the
session.

Expert Panel Critiques Podcasts at BlogWorld

Author:

Did you ever ask people to rate or comment on your show and all you get in return is “Great job!”? I see that all the time and thought, wouldn’t it be nice to have someone like Simon Cowell to really tell you what is right or wrong with your show.

That is the idea behind the session “Critique a Podcast” at BlogWorld & New Media Expo. The best part – We can choose a group of four people that critique different areas of your show!

The Panel:

  • Steve Garfield – Steve has been videoblogging ever since videoblogging was a term. He has spoken about creating content to many panels and is also hosting the session: Video Podcasting 101.

  • Mignon Fogerty – Otherwise known as the “Grammar Girl”, Mignon created the Quick and Dirty Tips Network, which hosts multiple how-to shows including her own.
  • Rob Greenlee – Rob is a podcaster, but also has been working for Zune keeping the Zune media player up to date.
  • Mike Cioffi – Mike is the producer of the Adam Corolla podcast and the Digital Media Manager at Jimmy Kimmel Live. Mike also is a Podcaster at Low Budget FM.
  • MC: Jeffrey Powers – Jeffrey is a Podcaster and Videocaster in the Wisconsin area.

The Shows:

  • The iPad Show – a Weekly Podcast talking about the mobile device: iPad

  • Backroom Comics Podcast – The show talks comics. From a shop in Seattle, WA, the cast of 5 discuss what is going on in the comic book industry.
  • Beernauts – Are you a beerinado – then Beernauts might be for you. The cast of 3 checks out the latest beers out there.
  • Almost Friday Show – It’s a show about.. Geek. Well, being geek. A cast of 5 members talking everything from sci-fi and fantasy to tech reviews and news.

Can’t make it to BlogWorld? You can watch the discussion with a Virtual Ticket, and try this at home …

Here is a quick checklist to ask yourself about your show: 

  • How does your show sound?

  • How does your show look (for video)
  • Would you sit down and listen to (watch) your own show?
  • Is your intro too long (short)
  • Count the “UMMM” game (how many times you say Umm in the show)
  • Are you prepared for your show? 

    

BlogWorld Attendees Get Food, Drink & Nightclub Discounts From Light Group

Author:

Thanks to one of our generous BlogWorld 2010 sponsors, attendees can get some amazing deals on drinks, dinner, and head over to the nightclubs with ZERO cover!

The Light Group is providing BlogWorld badge holders with the following discounts – good Thursday, October 14th – Sunday, October 17th!

Light Group

  • 2-for-1 well drinks at Caramel, Gold and Deuce

  • 15% off dinner at Fix, Stack, Brand, Union and Diablos
  • Skip the line and no cover at Revolution, Haze, Bank and Jet

Don’t forget, Liquid is also hosting our Thursday Night party at Liquid and our Friday Night MashBash at Haze!

For more information about all of these locations, head over to Light Group for more details!

BlogWorld Bingo!

Author:

It’s less than a week until we all head to Vegas for BlogWorld, and some people are even flying into town this weekend. In the spirit of both making the most of the event and having fun, here’s something a little different for y’all today – BlogWorld Bingo!

Go ahead and click to see the playing board full size:

Let’s go over why each square is important:

  • Post about BWE on your blog: Before you leave, let your readers know that you’ll be gone and mention where you’re going.
  • Introduce yourself to your blog “hero”: You know that big name in your niche that you really respect? They are more than willing to say hi to you at BlogWorld. Don’t be shy about going up and introducing yourself.
  • Attend a TweetUp: There are TweetUps going on throughout the event, so make time to attend one and connect to those followers who RT you most.
  • Do something outside of your comfort zone: That could mean anything from going to a party alone to going to dinner with people at a place with cuisine that you’ve never tried to playing poker with other attendees.
  • Go to an afterparty: Some of the best connections can be made outside of the actual event.
  • Have lunch of dinner with a small group: Big parties are great, but you’ll get more lasting connections if you hang out with small groups of people and make more meaningful connections.
  • Unplug for a session: Sometimes we’re so caught up with tweeting and blogging that we forget to actually listen.
  • Collect 100+ business cards: There’s a second part to this challenge – write on the back of each one who the person is and how you can help one another in the future. Only keep cards that are relevant to you.
  • Buy someone a drink: This isn’t about getting that cute girl drunk – buying someone a drink is a great way to strike up a conversation at a party, allowing you to introduce yourself more easily.
  • Remember to charge your phone each night: During the day, outlets are at a premium. Charge your phone every night so you’re ready for the next day.
  • Add at least 30 people on Twitter: Add people to twitter throughout the show and start connecting with them right away. If you wait until you get home, you’ll forget who most of the people are.
  • Schedule a post while you’re at BWE: During the event, your site will receive lots of extra traffic, since people who collect your business card will be checking out your site. Schedule at least one or two posts to go up while you’re at BWE.
  • Go to BlogWorld – FREE SPACE!
  • Organize something: It could be a TweetUp, lunch, dinner, whatever. Organize something to become the “point person” – trust me, at BWE, people will show up.
  • Ask for or offer help using #bwehelps: An awesome idea from @jeremywright – this hashtag is for people needing help, so either ask a question or offer a solution at some point during BlogWorld.
  • Sing at the closing party: This one takes some nerves, but it’s all in good fun! Sign up for karaoke, with another person or group of people if you’re not brave enough to sing alone.
  • Attend at least 5 sessions: It’s easy to get caught up in networking and not actually make it to any sessions. Make a point to go to at least 5 over the course of two or three days – you’ll learn a lot and be able to meet some of the speakers afterward.
  • Get some “me” time each day: I talked about this before – even if you’re an extrovert, it’s important to schedule some alone time to de-stress and reflect on your day.
  • Ask a question during a session: Don’t be afraid to speak up!
  • Introduce yourself every time you sit down: People go to BlogWorld in part to network. Believe me, people won’t be angry if you say hi. Even if they look busy, a lot of people check their phones or do some blogging while waiting for a session to start just because they have no one to talk to.
  • Implement something you’ve learned: Learning is nothing without action!
  • Hit the show floor: Networking is great. Speakers are great. Don’t forget the show floor, though! Yes, people are trying to sell you stuff at most of the booths, but you can learn a lot and you might even find some stuff you want to buy.
  • Do something unrelated to BlogWorld: You’re in Vegas, after all – enjoy it!
  • Record or be in a video: Videos are great for any blog, so if you can, take some during the event. If you don’t have the equipment, be in a video that someone else is working on. Can’t find anyone? Send me a tweet @allison_boyer and I’ll do a video with you!
  • Post a BWE wrap-up on your blog: Let readers know what you’ve learned, post pictures, and review the event.

Post a comment here when you have Bingo! Of course, you really should try to get all of them – let’s see who can do it first!

Finding Podcast Sponsors: What NOT to Do

Author:

BlogWorld 2010 Speaker: Jean MacDonald
Getting Sponsors For Your Podcast: The Nuts and Bolts

Friday, October 15, 2010
12:15PM – 1:15PM

Tradewinds D/8

Podcasting is one of the fastest-growing formats of communication in the 21st century. Listeners love podcasts because podcasts are focused on their interests and, usually, cost-free.

But it’s not cost-free to produce a podcast, even a modest one. Equipment and bandwidth cost money, not to mention the time spent recording and producing a quality podcast. Many podcasters seek out sponsors to help defray costs, perhaps with the goal of turning a hobby into a profitable business.

Together with Dave Hamilton of BackBeat Media and The Mac Observer, I’ll be presenting a session on how to get sponsors for your podcast. Dave is a podcaster himself, the host of the popular Mac Geek Gab, while I am a partner in Smile, a Mac software company and the sponsor of several podcasts. If you have been thinking about approaching sponsors, or have been approached by sponsors but aren’t sure how to respond, we have a bunch of practical tips for success.

We’ll be talking about what you SHOULD do as you try to find sponsors and get them to sign on with you. But as a quick session preview, here are 3 things you SHOULD NOT do.

Obvious Form Letter

Podcasting is a niche medium. Sponsorships work best when there is a clear affinity between the podcast and the potential sponsor. A form email will not impress a sponsor looking for a unique audience.

If you’ve used a potential sponsor’s products, say so. Give some details. What if you haven’t used a potential sponsor’s products? Well, that could be a sign that this particular company is not a good fit for you and your audience.

Complicated (and Possibly Irrelevant) Offers

When you first contact a potential sponsor, you want to persuade them to listen to your podcast. Make a compelling case for why they will be interested in the podcast itself. Don’t tack on a lot of ancillary offer information. If an advertising manager isn’t sold on your podcast, they won’t care about the various types of banner advertising they will get on their site.

If you produce more than one podcast, don’t try to sell a sponsor a package if the podcasts are unrelated. Unless you know for a fact that the sponsor is passionate about tarot reading AND iPad apps, for example, you will give the impression that you haven’t researched your potential sponsors’ target audience.

Big Media Kit Attachments

Before you send a media kit, you need to have some indication that the company is interested. Media kits are big files. No one likes to get big files that they are just going to trash. Especially in the age of mobile computing, don’t become known as the person who sends out unsolicited 10 MB .zip files.

Instead, boil down the facts of your podcast to a few bullet points that you can add to your email signature.

Jean MacDonald is the partner in charge of marketing at Smile, which develops Mac, iPhone and iPad productivity software such as TextExpander and PDFpen. Under her direction, Smile has developed a large portfolio of podcast sponsorships.

Blog: http://blog.smilesoftware.com
Twitter: @macgenie

Image Source: iStockPhoto

Take Time to Refresh & Recharge at the Social Health Track

Author:

… by Andrea Higham, Director of the Johnson & Johnson Campaign for Nursing’s Future

We all know a nurse and have either personally been cared for or have a loved one who has been cared for by a nurse.  Nurses are truly society’s caregivers and as such, they’re critical to our health and well-being.  For the past eight years, the Johnson & Johnson Campaign for Nursing’s Future has been dedicated to showcasing the value and positive image of nurses through programs that thank and recognize nurses.  Through funding scholarships for nurses to further their education and providing awards that recognize their tireless efforts to care for patients, the Campaign shows thanks for the nursing community.

The Campaign was recently awarded the prestigious President’s Award for Transforming the Image of Nursing by the National League for Nursing (NLN).  As part of maintaining that positive image, we recognize that nurses play an important role in our nation’s evolving healthcare system.  Later this year, we’ll be launching an outreach initiative targeted to recruit and retain advanced practice nurses.

Each year, we continue to demonstrate our commitment to our nation’s caregivers… and we’d like to extend that goodwill to all of you!  We all need to recharge our batteries and refresh our minds from time to time (especially nurses), so we’re providing those attending the Social Health Track on October 14 a chance to “refresh & recharge.”  During the Social Health Track, you can take time out of your busy day to recharge your batteries – both literally and figuratively – through electronic charging stations, mini-massages and refreshments.

Because we can all benefit from quick ways to “refresh & recharge” during the day, Social Health Track attendees will also receive a card with ergonomic tips.  Keep the card with you throughout the Expo and even once you’re back home blogging away at your computer.

We hope to see you there!

Visit our website: www.campaignfornursing.com
Find us on Facebook: www.facebook.com/jnjnursingnotes

Kodak, Blogging and BlogWorld & New Media Expo

Author:

Last month was the four year anniversary of Kodak’s first blog, 1000Words. It was our initial step into the world of social media. Since then we have added multiple Facebook pages, Twitter accounts, YouTube Channels, LinkedIn, Flickr and two more blogs – all of which can be found at kodak.com/go/followus. Throughout it all the blogs have remained at the center of our social media strategy. In our blog posts we are not limited to 140 characters or the limitations of wall post features. We can add photos, videos and links which make a richer experience. We use the other social media sites to direct readers to the blog posts where we can tell our story to the fullest.

Look for Tina, Jenny and Tom at the Kodak booth at BlogWorld

There are certain measures we have taken to contribute to the success of 1000Words. We have posted every business day since the launch of September 2006. Readers know there will always be fresh content. We also have a strict policy regarding our comments. They are published immediately rather than being held up in a moderation system before being posted. We take down inappropriate comments… spam, vulgarities after the fact and we never delete negative comments. Rather we take the opportunity to address any issues. A blog without regular posting and open comments is just a web page, not a blog.

What we blog about has also been essential for 1000Words. Not every post is about our products. Yes, some posts are about Kodak events, contests and product announcements, but many of the posts are just stories about our pets, our vacations and moments in our lives. The posts are written by various Kodak employees, from copywriters, marketing manager, IT folks, security crew, designers and more. They are our experts and the best people to tell our story on our blog. There is valuable content like tricks and tips and moving stories of photography. Maintaining a blog schedule (my job) is key to keeping a steady stream of posts that are timely and relevant. I keep track of what is going on internally (product announcements, events) and externally (holidays, trends) in order to offer readers posts that are what they are looking for.

Our blogs are such an important part of our social media activity it is easy to see why we are so excited to be at BlogWorld. We will have a booth on the show floor where we will be shooting creative interactive videos with the new Kodak PlayTouch Pocket Video Camera. We will also be partnering with Ford and Pepsi on a QR Code Trip contest. Stay tuned for more about that. Our Interactive Marketing Director, Tom Hoehn will be speaking on a panel “How to create a social media policy” on October 15 at 4:00PM. We hope to see you there, otherwise you can read all about it on our blog!

The Financial Vacuum (Or, How I Almost Had to Cancel My BlogWorld Trip)

Author:

It’s hard for me to admit when I’ve made a bone-headed mistake. For me, that means my life is hard several times every day, but recently I’ve made a bone-headed mistake to top all bone-headed mistakes.

Actually, it was a mistake I’ve been making over the course of several months. I call the mistake Allison’s Financial Vacuum or, more appropriately perhaps, how I almost had to cancel my BlogWorld trip.

Let me start at the beginning.

Back when I started blogging in oh..2005? 2006? (I can’t even remember at this point)…I did it for clients as a way to make money as a freelance writer. I’m still doing that today here at BlogWorld and also at a few other client-owned blogs, but I run my own sites as well. As purely a client-paid blogger back in the dark ages, as I like to call them, I made some horrible decisions by taking jobs that didn’t pay well. I was treated like crap, scammed out of money, and given bad blogging advice. I was also just graduating from college, so my “living in the real world” expenses were adding up pretty quickly. Point is, I didn’t have much money, and my bank account was dwindling every day.

I figured it out. I got through it. I’m by no means rich, but the amount of debt I’ve paid off in the last three years is pretty impressive. I’ve always made pretty smart financial decisions, which I attribute to the fact that my parents had to pinch pennies when raising me. Seriously, my mom is the queen of coupon clipping and mail-in-rebates, and I bow down to her for that.

But I digress. What I’m trying to say is that I’ve made some smart financial decisions that have allowed me to stay on top of bills and pay off some of my massive debt. Part of that has to do with the fact that I run my own blogs now, as well as the fact that I no longer take crappy blogging jobs where I’m paid next to nothing.

Back in June, BlogWorld was approaching and I began to save for this trip. I wanted to be able to actually enjoy Vegas, since I’ve never been there, so I planed to spend about a week and a half in town, part of which would be at the expo. I did some restaurant and show research and even gave myself a goal of saving up enough money for some guided tours and gambling, even though neither of those are really my thing, so to speak.

Then, the Financial Vacuum happened.

Like many most all people, I found myself with unexpected bills that could not be avoided, which I talked about on my writing blog. It was like my bank account was a spaceship and someone opened the door – all my hard-earned cash for BlogWorld got sucked away into the void. I went from being super excited about the event and my mini-vacation to feeling sick to my stomach. I’m going to have to cancel. My roommate can attest to the fact that I was pacing around my house with tears in my eyes, not just because I was sad to miss the event but because I was embarrassed at my financial situation. I didn’t want to have to explain to Rick, Dave, and everyone else who makes BlogWorld happen that I was apparently too stupid to manage my finances. I didn’t want to have to cancel the interviews I’d set up, because those people were counting on me. I felt like a total failure. I still do, at least a little.

Everyone has financial bumps in the road. I understand that. The mistake I made was not in having unexpected bills arise. That’s not really a mistake; that’s just a fact of life. No, the mistake I made was in not putting away part of my blogging money every money in an emergency fund.

I have to wonder, what would have happened had I not been saving up for BlogWorld? That money would have been frittered away over the months, spent on things like an extra glass of wine while out at dinner or a new video game release that I had to have, even though I barely have time to play. It would have gone to that pair of jeans I wear once or twice a year, that fondue pot that would be super cool to pull out at the occasional dinner part, and that new set of bedsheets with a higher thread count than the just-fine bedsheets I already own.

For the first time in a long time, I was no longer having trouble paying bills…but I wasn’t putting any of my blogging money into a savings account. I’d pay my bills for the month, then pretty much drain my bank account on entertainment and the like. Yes, I could save up for BlogWorld by cutting back on some of my spending, but I should have also been saving up for a rainy day. I wasn’t. Are you?

Every month, we should all be putting away a little money that doesn’t get touched. That way, when life happens and you need the money, you don’t have to dip into other funds, like my BlogWorld fund. Or, heaven forbid, you don’t get caught with your pants down, unable to pay your bills at all because you don’t have any kind of special fund your were using to pay for something in the future.

So what’s going to happen to me? Well, I’m going to make it to BlogWorld. Some amazing people, the BlogWorld crew included, have stepped up to help cover some of the costs. I’m still worried about paying bills when I get home. This isn’t a short-term money vacuum. But, I will make it to Vegas, though just for the event, not for any kind of vacation. I foresee some sleepless nights of worry in my future, but it could be worse. It could be much worse.

More importantly, though, is that this situation has been a wake up call. I need to be more frugal. It’s possible – back in the dark ages, I got by on much less money every month, and I was fine. Just because I make more money now doesn’t mean that I have to spend it.

It’s a hard lesson for any blogger to learn. It certainly was/is a hard mistake to make. As bloggers, though, we’re not financially stable. The most popular blog in the world today could fall out of favor tomorrow. You can’t take for granted that you’ll always be able to make money with your blog, even if you make six figures. Plan for the worst, hope for the best. If you blog suddenly has to shut down tomorrow, would you have enough emergency money to survive for a few months?

I hope that something good has come of my mistake in that I’ve inspired you to be more diligent about savings. If you’ve scrimping and saving just to make ends meet right now, I get it. I’ve been there. I am there. You don’t have to save much at first. Even a few dollars is a start. Six-figure bloggers out there, though? This is for you too. All all need to be smart when it comes to financial planning. Otherwise, all the monetization work in the world won’t save you.

More Than Words: Better Blogging with Photos

Author:

Aaron Hockley
Photography Tips for a New Media World

Room: Tradewinds A & B/10
Friday, October 15 2010

Time: 11:00am-12:00pm

You’ve heard the tips from various sources about how photos can be used to liven up your blog posts. Whether they’re supporting material for a text post or standing on their own as content, photos and other graphics give a bit of pop to the otherwise mostly-textual web.

Today’s point-and-shoot and DSLR cameras offer great resolution and all sorts of features for prices that are lower than ever. You’ve decided (rightly so) that taking your own photos means you’ll have more authentic and unique content than if you find images elsewhere for your site…

… but then you realize that your photos might suck.

It’s okay. You’re headed in the right direction, and it’s not hard to polish off your social media photo skills. Here are a few tips to up your game:

  • Before shooting: Don’t obsess about camera gear. 99% of the cameras are better than 99% of the photographers. Whether you have a point-and-shoot, a fancy DSLR, or a camera phone, you have what you need to get started creating images. Since you’re here reading the BlogWorld blog, I suspect that you’re amongst the digitally-savvy… your iPhone or Android smartphone probably has a camera capable of great images.
  • When shooting: Fill the frame. Get close so that your subject fills most of the viewfinder. There’s an old photo adage that says when you think you’re close enough, get closer. For photos embedded into blog posts this is even more true – you’ll want your subject to take up all of the screen real estate that it can.
  • When embedding: Bigger is better. You went to the effort to create a nice photograph; don’t lessen the impact by only showing a 100 pixel thumbnail. There’s a reason why Flickr’s “small” size is 240 pixels – I consider that the minimum for effective use in a blog post.
  • When inviting engagement: Instead of just posting a photo as supporting material on your blog or Facebook page, put up an interesting picture and ask readers to come up with a caption. Folks can invent some hilarious captions and you’re sure to get a variety of responses. You can do it as a contest with a prize or not… either way you’ll get people talking about your article and picture.

If you’re interested in more tips both for photography and how to use photos on your blog and social media outposts, join me along with Kris Krug for our BlogWorld session called Photography Tips for a New Media World. Kris will be diving into a bunch of advice and secrets for creating better photos and I’ll be talking about getting those photos online and how to best integrate them with social media to drive interest and engagement.

Aaron Hockley is a photographer and blogger who has been involved with social media since 2002. He attends and speaks at various new media conferences and is often quoted and consulted on the use of social media by the photography industry. Follow along with Aaron on Twitter (@hockley) or keep up with his latest musings at Picture Pundit. He can be reached by email at aaron@hockleyphoto.com.

Interview With Media Pass: Adding Subscriptions To Your Blog

Author:
mediapasstall2

I recently had the chance to talk with Matthew Mitchell, CEO and co-founder of MediaPass (one of our BlogWorld 2010 Sponsors) to talk about how their subscription program works and how you can use Media Pass as a new monetization strategy for your blog!

How/when did you come up with the idea for MediaPass?
The short answer is that it wasn’t just my idea. MediaPass wouldn’t exist if not for the vision of one of our lead investors and Chairman, Jeffrey Tinsley. He and I have many years of experience in the online subscription world with MyLife. We both knew that asking users to pay for some content always outyields a purely advertising-based revenue model. After bringing MyLife and Jeff’s previous business, Great Domains, to over $70M in annual subscription revenue, a couple publishers came to us for counsel on getting their paid subscription strategy and implementation right. Jeff in particular advised a website called Docstoc on strategy and really encouraged them to get paid elements up in the right way. Docstoc increased their revenue seven-fold almost immediately.

We realized it might be possible to automate our subscription experience, so to speak. The goal was to build something for blogs and other online publishers that eliminates the financial burden and time commitment of incorporating and operating paid subscriptions. The real challenge was trying to accomplish our primary goal: making it as easy to use as Google Adsense. We wanted to turn something extremely complex into something easy to use. It took a year of development but we made it work and accomplished all of the goals we originally had for the product.

Can you briefly describe how a blogger makes money incorporating MediaPass onto their site?
Requiring a paid subscription for some content always outyields having a revenue model that is 100% ad based. So a blogger makes money using MediaPass because they are able to participate in that increased revenue and do so in a way that’s even more sophisticated than large publishers who spend seven figures building subscription functionality internally.

How does MediaPass get paid?

We charge nothing up front and we don’t make any money unless the publisher does. We take a percentage of the subscription revenue, a percentage that scales down with volume.

How quickly can a blogger implement MediaPass on their site?
Five minutes.

How technical is the implementation – can anyone do it?
No technical experience is needed. If a blog has any type of advertising on their site they already know how to implement MediaPass. And even if they don’t have any, it’s still extremely simple.

How easy is to flag specific pages/posts as part of the subscription? Is it on an individual basis or can someone associate an entire category in their blog?
Publishers choose which pages/posts they want to be subscription content. Much like Google Adsense, we generate a unique snippet of code for them at registration. They simply put that code on any page they want to require a subscription to view the content.

Do you think the product works best for any particular niche of blogs/content?
There is a huge range of monetization using MediaPass. The metric we use most to show the strength of monetization is effective CPM. Since CPM is widely used and understood by bloggers as a metric for advertising monetization, we use it so they have a barometer for how their subscription pages compare to the ads they’re running. That being said, the eCPM’s on our subscription page range from $25 to $200. Blogs such as parenting, health, cooking, how to, finance, medical and others will probably see eCPM’s over $100 while blogs like, say, gossip may be only be around $40.

Do you have suggestions for a blogger with an existing audience – and how they transition some of their content to subscription without upsetting their readers?
Don’t put a paywall in front of your entire site.

Really? Sorry, just didn’t expect that from someone I would assume is pro paywall.
Actually, in most ways we don’t even consider ourselves purely a subscription company. We want to maximize the revenue for publishers and blogs. We’re a monetization company. We just happen to know from experience that charging for some content is required to maximize revenue. There are plenty of easy tools for blogs to make money from online ads but no easy way to charge for their content. So we’re filling that void.

Also, most passionate bloggers didn’t start blogging for financial rewards. If that is what drove them, they would have picked a different profession or hobby. They don’t want to lose their audience and putting a wall in front of their entire blog will surely do that. Ask the Times of London. If done correctly, there is no reason why they should lose much – or really any – traffic.

You mentioned the Times of London. What about them?
How much time do you have? They put a paywall in front of almost their entire site and lost a material amount of traffic. Like any good company, theirs was a purely financial decision. One that will probably pay off. But I still don’t think that walling off their whole site was the best way to maximize revenue and it certainly wasn’t the best way to retain and increase traffic.

Do you have any examples of how other websites are using MediaPass?
We built MediaPass to be used in a variety of ways because we wanted, needed really, to have our offering appeal to a broad range of publishers. Our publishers use us to charge for their archived content or just certain sections of their site. Some hand pick content that they intuitively know their users will pay for. Publishers can even create a new premium section that didn’t exist before, which is one of many ways to ensure their subscription revenue is all incremental. We even have one publisher that only asks for a subscription when a user hits their advertising frequency caps. There are dozens of strategies.

Do you handle the customer service for readers paying, stopping their subscription, etc?
Yes. We handle all customer service components. We built this so that a publishers and bloggers don’t need to do anything but continue to put out the content their readers enjoy, and the customer is one of the many things we handle on their behalf. By the way, our customer service reps are all in the U.S. and have knowledge and visibility into all the blogs so they can easily support all customer issues. Sorry, had to put my marketing hat on there.

Is there anything else you’d like to tell our readers?
Well, marketing hat back on and being passionate about what we’re doing here…. I think all blogs should give us a try. There is an appropriate mix of free and paid content for almost all blogs. It doesn’t cost you anything and there is no commitment.

And thanks for the opportunity to tell the MediaPass story.

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