a peek inside the fishbowl

Days like this give me a charge.

I’ve gotten some great questions, comments and email responses from my post yesterday. I started tapping out a very long response in the comments of yesterday’s post and decided to paste them here instead. So if you’re just catching up, you might want to read that post first.

And then read on!

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Recent talk about money and income has had my brain aflame. And even as I’m sitting down I feel like this post is going to be all over the place.

I need to step back for a moment.

Ann’s column was about websites that publish “top blogger” lists. Babble publishes one, and ones like it are all over the Internet. I do read the lists, but I also have a problem with them. Like Annie was quoted as saying in the column, there is a lack of methodology when it comes to building those lists. The finished product amounts to little more than a popularity contest. Readers have mixed feelings about them too. It’s an understandable ambivalence. Some feel bad about not making the list while others don’t give a whip about whether they’re on it or not.

Same goes for the vast majority of so-called blog awards out there. They’re almost always non-juried, meaning that bloggers can go vote for themselves every day and harass their readers to do the same. Winning one of these, well, let’s just say I don’t think it’s a big deal.

After Ann’s post was published, Katie Granju published this post, which inspired a storm of comments about bloggers and income. Catherine (Her Bad Mother) posted a response to that here. After reading through all of it today, I’m not sure if we’re much farther ahead.

I’ve watched this unfold with interest because as some of you know, I tried ranking Ottawa bloggers according to blog revenue recently, and it didn’t work. Maybe it would have worked if I took it offline, but it didn’t unfold the way I had planned. As Katie wrote: “… smart, savvy bloggers are hesitant to be ranked against others within our own online community.” And I get that, but I still believe there’s a benefit of a ranking based on factual information such as income.

As an aside, have you read the Technorati 2010 State of the Blogosphere report? There’s an interesting section about blog income, which may be of interest to some of you.

Here’s what Catherine Connors wrote about talking about money, and I can’t say I disagree:

“I was, and remain, reluctant to publicly discuss the hard numbers of what I make, because I don’t really think that it’s necessary, and also because – all of my brave talk notwithstanding – I still feel kind of prissy about it and the whole larger discussion. And – cue dramatic sigh – because I’m afraid of being snarked at – that whole ‘mom bloggers don’t deserve success’ horseshit that, regardless of how horseshitty it is, one still wants to avoid having flung in one’s face –”

Ah yes, the haters. I try to ignore those people, but I know they’re out there, seething and judging. (Why? Because they’re envious I guess. Do what I do and pity the haters.)

But but but (and Catherine goes on to say this too), knowing what bloggers can earn is important information for other bloggers. We need to talk dollars- at least ballpark dollars – because women everywhere have been undervaluing themselves forever, and it’s time to change that.

I’ve said it before, and I need to say it again because it’s very important to recognize that blogging has incredible value in and of itself.

• It is a family scrapbook
• Writing is a cathartic act. It is good for the heart and soul and our mental health.
• You can use a blog to build a portfolio of writing… which can lead to paid work in traditional media, online media, marketing or consulting, speaking engagements, book deals etc
• It can lead to free stuff, if you’re into that kind of thing (more about that in a sec)
• Let’s not forget, that a blog can result in very rich and rewarding personal and business relationships, and truly, there is no greater value than this.

Not every blogger should be looking for dollars. It is not always a good fit, BUT it’s certainly okay if someone wants to turn their blogging hobby into a business, even if it’s just about covering the costs of operating it, right?

Another reason to talk dollars is because at the same time as all of this is happening, parenting bloggers are getting more and more pitches from big companies who are looking to connect with their consumers in a new and different way. Parenting stuff is BIG business, and I mean billions of dollars big. I think that some companies and agencies are exploiting bloggers (there, I said it) and if bloggers knew what they’re worth, they are less likely to get taken advantage of.

Many of you know how it goes down, because it’s common practice in the PR industry right now. Big Company X sends an email asking you, the blogger, to mention their product on your blog. Often it’s just a press release. Sometimes, but not always, they will send you product. Sometimes Big Company X will offer to link your blog from a microsite. Sometimes they will ask you to be a product tester. Sometimes there is a “badge” involved, and you’re asked to post it on your blog. There is rarely remuneration involved. There might be a contest you might qualify for, but most likely, the blogger is given (low-value) products in return for participating.

Please, dear blogger friend, if you receive one of these pitches, pause for a moment and consider what Big Company X is getting in return for your (very public) testimony. They are harnessing your voice, your blog in order to reach your loyal and hard-earned readership. Their outreach is ultimately about creating word-of-mouth advertising and awareness via trusted and influential bloggers. Do you have any idea how much this is worth in the advertising industry? It’s gold. It is NOT bad, or rude, to say to that PR agency (in a polite way of course): What’s in it for me? Why should I help you?

I am finding this trend – overall – to be somewhat troubling and I’m not sure what the solution is. But the fact remains that the things that bloggers have earned – loyalty, expertise, an influential voice with a very wide segment of a much-desired target market – has great value, and that value isn’t being compensated very fairly with these kinds of pitches.

Anyway, this is a very long way of saying that we bloggers need to know that what we have created is valuable. Big Company X knows this, why don’t we?

My blog is different from many others out there. At one point I decided that it was going to be geocentric, and quite specific to the city (and also the neighbourhood) in which we live. I love Ottawa and what this city has to offer for families … so that topic makes up the bulk of what I write about. One might think this limits me in terms of readership and advertising, but it’s something I’ve been able to turn into an advantage. I am happy about my size and scope, and my little niche has worked for me because all of my advertisers are local Ottawa businesses.

So, do you want to read a bit about how I do it? It took me a long time to figure this out, but this is what has worked for me.

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