Archive for August, 2012

You aren’t really buying a goat

I stole this goat from zooborns.com

Late last month, in the course of conversation, my colleague J.P. Grant asked me about the business model of any particular blog. Like, how do you curate content? (Or aggregate it, depending on who you ask.) How are writers paid? Are they always paid? How, please, does a website make money?

These are complicated questions. They’re also things I’ve thought about a lot over the years, and if everyone knew all the ways, we could quit our day jobs. Also, they’re things I tend to discuss only with my editor, because business practice is as much a moral debate as it is anything else.

Still, I launched a business seven years ago by hand (my friend is still running it). I know about secure servers; I know how to become an LLC. I’ve worked for a business that makes half its money shipping internationally. I know how to look genuine while selling people on a product I don’t actually like. I know a fair amount about intellectual property; I know how Nigerian scams work. I know how to sound sincere and be insincere. I know how to fill out a shipping form that nearly circumvents customs. I know a surprising lot about user retention, page clicks, traffic, advertising, what a daily scramble is like, and really evil things far, far too nefarious to describe (“the more you can blockquote, the better for SEO,” “forge an intimacy with your readers and they’ll never realize they’re reading a sponsored post”).

“No, these are good questions,” I told J.P., “because these are questions I ask [my editor].” I added that I’m “heavy duty when it comes to being a mercenary businessperson when it is theoretical.”

“Jenn Frank: Theoretically Running This Shit,” J.P. typed.

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