Announcing The Great ABDPBT Product Placement Experiment
Earlier this week, I wrote about The Mayflower Model for monetizing blogs through careful, highly specialized product placement. In the discussion that ensued, it became clear that, not only are people impressed and intrigued by this model for monetizing blogs, there is also a lot of confusion about how to go about trying to do the same thing on your blog as Gabrielle Blair managed to do with Design Mom. So I thought, let’s see if we can figure it out for ourselves? Because if we succeed, then we will have recorded a step-by-step process through which a blogger wanting to arrange this kind of thing for themselves might be able to implement it. And if we fail, then not only will that provide lots of free entertainment and schadenfreunde to go around, it will also no doubt spark lots of conversations about how we might improve the model going forward.
So here’s my idea: we (me, Mini, and Mr. Right-Click) are planning on going to New York this summer for BlogHer, and for a family vacation during the week before or after the conference (we haven’t decided yet). Since this is a trip we’ve decided to take no matter what, and for which we will have to buy various things like plane tickets and hotel rooms and transporation and what not, I thought this would be a good time to try to experiment with product placement and test the waters for how companies feel about this kind of thing. We are going to approach the product placement experiment and try to break up the process into steps that people might replicate at home, if they want to try to do it themselves. In other words, we are going to throw stuff up against the wall and see what sticks.
Sound good? Let’s get started.
Step One: Figure Out Who Your Audience Is
OK, before we get into creating a media kit or providing statistics to sponsors, we have to figure out what my audience consists of. First we’ll see what Quantcast has to say about it.
According to Quantcast, the audience for abdpbt.com is made up of an overwhelmingly caucasian audience, with slightly more women than men (but almost exactly the same), most of whom are in the 35-49 age group. Most of you have no kids (!), and a third of the audience has a household income of over $100,000 per year. I have an unusually high number of readers with graduate school educations (not really surprising, given the title of the blog), and people who visit this blog are likely to also like blogs that talk about politics and commentary, science and nature (really?!) and fashion and cosmetics (booyah).
These generalizations fit, mostly, with what my impression of you guys would be, though I’m a little surprised that there are as many men as women, and a little surprised there aren’t more people with kids. But here’s the problem: my stats are skewed by a couple of things, most notably, the fact that I have the New York Times Crossword Puzzle on this site. This gets a number of visitors, regular visitors, who don’t read the rest of the blog. Those people are included in my stats through Quantcast, but they are not necessarily people who would be reading a content campaign. So if I can, I have to try to exclude them from my results. One way of doing this would be to put a different Quantcast tag on the pages with the puzzle, and I will do that to make the future results more accurate. But for now, I’d like to hear from you guys: how would you profile the ABDPBT reader? Do you think the different sections have different readerships? What kinds of brands do you think would appeal to the ABDPBT readership, and why? I don’t want this to turn into something like a quiz, but I thought it’s always enlightening when we talk about ourselves, and it might be the best way to shape a (hypothetical) content campaign that doesn’t make all of our skin crawl, so please chime in with your thoughts below.