Advertising and Wine Blogs

Prelude: I know most visitors to this site come here for wine reviews.  Pardon me for a moment while I write an article addressed at the wine blogging and wine producer communities.

I observed some interesting dynamics at the Wine Bloggers Conference a couple weeks ago. There were some bloggers who were interested in monetizing their sites, while there were others who were adamant about not having ads. Those who expressed an interest in monetizing questioned how profitable their blogs could really be, and were (for the most part) unsure of how to go about monetizing. Those against it claimed that they only create their blogs because they are passionate about wine. And there was yet another group of bloggers who would accept advertising, but would not let wineries buy that advertising because they didn’t want to create the impression of a conflict of interest.

I personally don’t understand why some bloggers are uptight about earning an income from their blogs.  Steve Heimoff stirred up some controversy when he suggested that attendees at the conference were interested in monetization.  I know that not everyone wants to monetize, but I think that many do.

As you can see by looking around this site, I have no problem with advertising. I have ads on this site and I will continue to do so. While I am also passionate about wine, there are expenses to building and hosting a website. And as they say, “time is money.”  It’s great to do something because you love it, but it’s even better to do something because you love it and get paid.

Don’t get me wrong, I’m not getting rich from the ads that run here and I won’t be leaving my day job any time soon.  I agree with Alder Yarrow when he says that even the most successful wine blogs don’t make much money.  But at the same time, I think most wine blogs could be more profitable than they currently are (mine included).

Conflict of Interest?

As I mentioned, some blogs will include advertising as long as it’s not from wine producers.  Personally, I’m not concerned about creating the illusion of a conflict of interest by having winery ads. My reviews reflect my opinions of the wines I try, and the quantity of wines reviewed here—from different producers—should negate any perception of a conflict of interest.

Some folks may point fingers at me and say it’s a conflict of interest or call me a shill.  I really don’t care.  If I were going to be a shill, I would do so in a much more lucrative space than wine blogs.  And I just don’t consider ads to inherently create a conflict of interest.

There are plenty of ads for wines in traditional wine publications and their reviews seem to be influential—even if some people suspect a conflict of interest. There are also plenty of blogs in other genres with ads for the products they review and nobody is complaining about a conflict of interest there. Why should I be held to a different standard?

Untapped Opportunities

Another twist to the dynamics at the conference was that I got the sense that some wine producers are interested in advertising on wine blogs, but they’re not sure how to go about doing it. Perhaps that’s because of the few vocal bloggers who won’t accept ads from wine producers.

Couple the interest from wineries to place ads with the number of bloggers interested in monetizing and I smell a huge opportunity.  Not a huge opportunity for me, but for the wine industry to get dirt cheap advertising on wine blogs—at least in the short term.

The reality is that many wine bloggers earn little to no money on their blogs. Most of those interested in monetizing have no idea what their sites are worth and will sell out at bargain-basement prices. The first of those in the wine industry to move on this will get the best deals on highly-targeted, highly affordable ad placements. But the bargains won’t last forever. As more producers realize the influence and opportunities in advertising on wine blogs, bloggers will start to understand the value of their web properties. The result will be a rise in ad prices, but I still think it will be some of the most cost-effective advertising available.

In my opinion, there are untapped opportunities galore out there.  Wine bloggers should drop the pretense that winery ads imply a conflict of interest.  And wine producers should take advantage of the opportunities on wine blogs. Do you know who reads wine blogs? Wine consumers!

Wine bloggers should also get creative if they want to monetize.  Don’t just think of banner ads as the only thing you have to sell… sell the background of your site, sell video, sell text ads, sell your services offline, be creative and work with advertisers to come up with new ideas.  The most successful publishers are getting more and more creative with how to create innovative sponsorships.

I’ll put myself out there too.  My door is open to any reputable advertiser who wants to come up with a new way to advertise.  Here’s a creative idea… I’m available for sponsorship at the next Wine Blogger Conference.  If the price is right, I’ll wear your schwag and publicize your brand.  OK… so I’m getting into shameless self-promotion territory here, but I’m trying to show an example and make a point.  There are innovative opportunities out there that are passing us up every day.  Let’s embrace them and find more success for all of us.  Cheers!