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The tipping point for wine blog advertising is NOT EVEN CLOSE

52 comments

A blogger wrote the other day:

Even traditional curmudgeons such as Steve Heimoff benefit from the growing wine blog trend, even as he disparages it. Several well known wine writers have at least explored, if not fully embraced, moving their wine writing to blogs. It’s our belief that, once the ad dollars show up in sufficient numbers (i.e. the tipping point), wine writing will move online with such speed that people will no longer bemoan the passing of print wine columns.

Sorry, but this guy is living in lalaland, and I don’t mean Los Angeles. He should have come to yesterday’s panels here at the Wine Writers Symposium, Alder Yarrow’s on monetizing new media writing (which I was on) and mine on wine writers, ethics and income streams. It was made abundantly clear on both that anyone who believes the ad revenue “tipping point” is moving with “speed” is completely out of touch with reality. When you surround yourself with ideology instead of perceiving with clear vision, you have lost the ability to say anything useful.

The people who participated in the 2 panels were a diverse lot. They consisted of famous bloggers, authors, editors, publishers, web wizards, technology experts, social media entrepreneurs, winemakers, chefs, academics and others interested in social media and who are ardent believers in its future (including me). But I don’t think a single person who was there — no matter what they thought or hoped when they walked into that room — walked out with any thoughts but these:

Ad dollars are not migrating online.
Ad dollars are not going to migrate online anytime soon.
There is no tipping point.
Just ain’t gonna happen anytime.

This was the take-home message, the bottom line, the irrefutable truth. It’s true not because I say it, not because I’m a curmedgeon, not because I hate social media, but for the same reason pigs don’t fly.

The reason ad revenue isn’t going to pour into wine blogs is because ad revenue isn’t going to pour into anyone’sblog in any field, much less a niche one like wine blogs. All the wine blogs put together have a readership that’s maybe equivalent to that of a top wine magazine. Ninety nine percent of individual wine blogs don’t have the hits or visits to generate $50 a month from ads if they’re lucky. No one can change the fact that wine blogs do not have the traffic to sustain ad dollars and are not likely to in the foreseeable future. Yes, the very top 3 or 4 make a little money from ads. But I believe they’re nearing their maximum, and nobody else is going to achieve their numbers for years.

I have reached these conclusions the old-fashioned way: through journalistic digging, mainly interviews. I know most of the top wine bloggers. I’ve picked their brains. They’re the ones who are pessimistic about making a living through ads. I also know a lot of top executives at the biggest wine companies. They tell me they’re not prepared to invest ad revenues online. If a big wine company won’t pay to advertise on a wine blog, do you think a little family winery will? And if wineries won’t advertise on a wine blog, who will? Microsoft? Nike? The NFL? Disney?

I mean, get real!

Hopes and dreams are good. They keep us going, waiting for a better day. But hope needs to be tempered by reality; otherwise, it descends into madness. Anyone who holds his breath waiting for the ad revenue tipping point to tip is going to suffocate.

  1. Steve,

    I’m not so sure about what you’re saying. I believe Tom Cannavan makes enough money from his site (wine-pages.com) not only for it to be his job, I believe he makes enough to employ a second person.

    Admittedly his is a website + forum and not simply a blog. But it’s an indication.

    Obviously not everyone is going to make money, but it might be worth asking how much people like Tyler Coleman (Dr Vino) and Jamie Goode earn simply from their blogs. You might be surprised.

    Best regards

    Oliver Styles

  2. Oliver, I have a sense how much Tyler makes. I know how much Vinography and Fermentation make. Not enough to live on. Thanks.

  3. So here is an idea.

    One of the ways to increase revenue is to increase pageviews. Increasing pageviews can be done by adding more pages of content that can be found on Google.

    We have, at LocalWineEvents.com, widgets and rss feeds that allow anyone to add a calendar of events for their area to their blog. Those events get indexed by Google, thereby adding pages to Google which in turn adds to the chances of searchers finding the blogs.

    We benefit by increase exposure for LocalWineEvents.com, the blogs benefit by increased pageviews/contents = ad dollars and everyone benefits, from the vineyards to the restaurants to the wine shops by making those events more accessible to all.

    Yes, it’s a shameless plug for my site, but I truly believe that we have built a tool for the wine and food industry that benefits all of us in this business.

    You can find the widgets here and we welcome any feedback.
    http://www.localwineevents.com/widgets/

    EVO

  4. EVO, I don’t mind plugs as long as they’re framed within legitimate comments. I’d like to ask what your current and projected ad revenues are, if you don’t mind.

  5. I don’t mind sharing some numbers, Steve.

    Realize that we have been at it for nearly ten years now.

    We did over 9 million pageviews in the last year and averaged close to $100.00 a day in Google AdSense alone. We took a pretty severe hit when we launched our newest version of the site in June 09 and it took a while for us to figure out the patterns and placements of the new site.

    We make more money selling our own ads, but also it kind of depends on how you define “ads”. We offer a number of different ways that folks can post information free and enhance the exposure for fee. Aside from nearly 1500 new events postings every week, we offer a “local” resource section for each city where vineyards, restaurants, Wine Educators, etc., can post free and if they wish, increase their position for a fee. They are cheap, but the numbers add up.

    In terms of a true ads, most of our system is automated and includes options for both The Juice (at 113,000 subscribers) and online for “local” and site wide. My brother (known as OJ) recently retired from the Navy, has taken the task of advertising sales and the jump in revenue makes me kick myself for not paying more attention in the past. I simply never wanted chasing ad dollars to be my focus and as a consequence left a lot of money on the table. Silly me.

    Blogs (and their predecessors, forums) have always been notoriously hard to monetize because for the most part, the traffic is predominantly returning visitors. Even though the numbers can start to add up, they are not clicking on ads. To my constant consternation, the idea of “branding” seems alien to most online advertisers because in the online world, there is the “click”. It seems that is the ONLY measurement that most of them consider for a successful campaign. Never mind that perhaps their creative graphic sucks or their landing page offer/call for action is not compelling. And never mind that their “brand” was shown a million times in a month, it’s the click that counts, although, nobody clicks a magazine ad, eh?

    Bottom line, to answer your question, we should do $180,000 in all “ads”. Coupled with fees from our ticket service, should get close to a quarter million in 2010, depending of course on where the economy goes.

    Thanks for the opportunity to air that Steve. I (half) joke that someday the wine world will give me an award for making wine and food events more accessible to the masses.

    EVO

  6. Steve,

    I believe you are correct that individual blogs will never command enough page views to attract significant advertising dollars. However, grouping them together into a single network just might. How many page views per month will that take? We don’t know yet, but are well on our way to finding out. Individual blogs are clearly not the model, but that does not mean there is not a model available that works for bloggers.

    I would add more, but would go from comment to advertisement.

  7. Having sat through the “How to Make Money” day at the Wine Writers’ Symposium, I am more convinced than ever that only people with unique ideas and good organization or writing skills are going to make it on the Internet.

    Regardless of what some young bloggers tried to tell me that all print media would be dead in ten years, it aint gonna happen.

    Funny thing. After a dip in print subscriptions brought on by both the Internet and the recession, many print outlets are finding their numbers going back up.

    Now, it can be argued that it is the return of the baby boomers and not a wave of under 35s–but when did under-35s ever make up a major share of wine publication subscribers?

    They may be right and I may be wrong, but I am guessing that traditional media will still be the income source for those who write about wine for years to come.

  8. I work for a newpspaper who also realizes revenue from our online products. Let me just say that in the early 2000’s, some ad revenue moved online. However, it was not much and the online/print ad revenue ration has stayed very flat in the past 5 or so years.
    Studies in our industry show that still only 7% of all retail sales happen online. WHat you need to know is that today 85% of all sales begin online with research but most sales still happen offline or (in person).
    To back up EVO’s comments, adding rss feeds and blogs to your website will help you gather traffic, but you need to do this and many other things as well to help yourself with the search enginges.

  9. Steve,

    Let me add some more detail and clarify a little. Ad revenues are huge online. A lot of ad dollars are moving online, which is why much of print is struggling for ad revenues. But the problem is that as much money is being spend on online advertising, the amount advertisers are willing to pay for a block of exposure, called a “CPM” or cost per thousand impressions is dropping across the board. In short, people are getting a LOT more advertising for their money these days. That’s great if you can deliver millions of impressions/pageviews per month, and really lousy if you can’t.

    Very few wine blogs have the traffic required to sell their own ads at a reasonable CPM (say $14-$20). As a result they are stuck trying to utilize ad networks that can offer them somewhere between ($.50 and $4 CPM). Anyone can do the math on that.

    It is possible to make a lot of money with a blog (e.g. six figures a year or more), but not just with any blog. Try building the world’s most popular blog on some obscure disease that lawyers sue big companies for creating, or an obscure sexual practice. You’ll laugh all the way to the bank.

    But wine? Forget it. It’s quite telling that there are 30,000 + food blogs in the world and only about 2000 wine blogs. I happen to know what the traffic numbers are for some of the top food blogs and they are roughly ten times my traffic at least.

  10. Shouldn’t the expensive wine wine bloggers get for free be the “payment”? Wine bloggers do their thing because they love wine and are good communicators with enough tech sense to keep themselves out of trouble.

    If a blogger gets an average of 1 case per week to review (easily done) that’s over 50 cases with which to play and enjoy (hopefully). A full pallat per year for writing about something you love?

    Sounds like a happy person to me.

  11. Randy, that is one way to look at it. But free wine does not pay the bills. Bloggers are looking for income, same as the rest of us.

  12. Alder, do you think that a blog that deals with obscure sexual practices involving food can make money? Let’s talk.

  13. Charlie, you’re right. I think wine mags will be the dominant lifeform for a long time. Wine Enthusiast came through the recession in a very strong position and the future is quite optimistic for us. Advertising is returning, and we’re able to command strong ad rates, not the dinky ones that a wine blog does.

  14. David, the “grouping together” may work, and some are trying it, as you know. At the Wine Writers Symposium we heard some experts speak about this and the consensus I heard is that it’s not going to happen. However, never say never. I personally don’t see it anytime soon.

  15. EVO, that’s fantastic. Good for you! Question: your website has nothing to do with writing, no? So I’m not sure how relevant your success is to the issue, which is how can a wine writer’s blog or website make money? I never said NO website can make money. I think a wine blog can’t make money. I would appreciate anything you can contribute to this conversation.

  16. Michael Wangbicklee says:

    Interesting post Steve. I must admit that I’m puzzled by this print vs. blog discussion that keeps cropping up. Why does it need to be either/or? I’ve noticed any number of wine writers (yourself included) who seem to be able to balance writing for print publications and blogging at the same time. Eric Asimov, Jon Bonne, Bill Daley, and Gil Kulers are just a few. What’s interesting is that they use their blogs as support mechanisms to promote their columns. It gives them the opportunity to write more often and include items that are beyond the scope of their columns or there was no room for. I see this as a trend that will continue. While providing little direct revenue, it does in an indirect manner. I think we will see that the most successful independent bloggers will be those that leverage their online presence for offline gain, whether through securing print writing gigs, book deals, or educational wine instructorships.

  17. Michael, you’re right that the successful bloggers will leverage their online presence offline. The problem with print is that there are few opportunities, but many bloggers. Ditto for instructorships, speaking engagements, and the like. Therefore most bloggers will never make any money. That is the frustrating thing about blogging. How long will they blog if there’s no money coming in? It’s hard work, even though it may not appear to be so. Would you perform hard work, day after day, for free? So there’s an intensity of competition right now, and bloggers are trying really hard to figure out where that revenue stream is. That sometimes pits them against paid, successful print writers. It’s an evolutionary process that will just have to play itself out.

  18. Steve, my original comment was about adding content to the writing to help boost the pageviews. It’s not just about content, but rather, content with a shelf life. Let’s face it, you write an article on burgundy and if I read it, I only read it once. I was lucky to have stumbled on a model that, in my view, is perfect for the internet. It’s information that is constantly updated and (here’s the best part), it’s User Generated Content (UGC).

    But that also applies to the comments on blogs. With the blogs I read, it’s as much about the comments as it is the original post.

    This is strictly from my point of view, but, I have 16 or 18 “wine” blogs that I scan through. And yet, I’m not looking for wine reviews or articles on Champagne. I’m looking for interesting information on the industry today. I’m looking for illustrative writing that catches my attention like Samantha Dugan or the funny, quirky musings of The HoseMaster and topical stuff that you write. But also, I’m looking to see who is saying what in response. And I check back often, to see who else is chiming in.

    We all know that the “top” wine blogs online are top because we, the industry folks are the ones reading them and commenting. But, I think that is key, in the long run. I had an epiphany at a wine bar in Denver (Enoteca Lodo), as a rep for Paterno Imports and the bottom line was, get the “industry” behind you and the consumers will follow. I firmly believe that is a huge reason for the success of LocalWineEvents.com. I had a drive to convince the wine world that all of us putting events information in one place was a good idea.

    The other part of that equation is to have ONE personality at the front door. That’s the blogger. All of the most successful restaurants that I sold wine to had ONE lead person, whether owner or manager. One person who said, ‘Hello Mr. Orange, welcome back”. I used both of those concepts in LocalWineEvents.com. Get the industry using it and be the front man greeting them at the door.

    My original plan for a blog was WineWatch.org and I intended it to be inside information. Movements in the wholesale/supplier world from inside the industry. I still don’t see anyone doing that, specifically, but collectively when something breaks, it spreads around. And then the comments pour forth and pageviews increase.

    In my opinion, print will not go away. I’m still toying with the idea of offering a print version of our calendar (and selling ads, of course). I agree with you and Charlie that it will continue to be a force.
    What I think will change is that it will not be as absurdly lucrative as in the past, with offices on Park Avenue sporting million dollar wine cellars in the foyer housing (legitimate or no) bottles of Thomas Jefferson’s wine and supporting summer retreats to the house in the Hamptons.

    So with all this rambling, do I have an answer to making money wine blogging? I don’t. I do not think aggregation, as Alder suggests, will be it, but it might. Palate Press and Zester are both on that path. There is no doubt that the wine demographic is a desirable advertising target. Typically affluent with disposable income, the luxury lifestyle crowd is worth something and those full page ads in WE and WS prove that, but getting that money online does not seem to me to be the way it’s going to go in full.

    As you point out, there are fewer opportunities for wine writers in the print world than bloggers on the web, but then, it has always been the case in this business that there are far more people who want to work in the wine business than there are jobs to support them, no?

    EVO

  19. What has always been true about monetary success in media is the word “mass”. The internet gives a false sense of mass. Mass is possible on the internet, but in the past mass was earned through a process of gates for the most part. One either rose through the ranks or levels or got discovered, genuine talent was key of course, but the process acted as a filter or series of gates. The internet puts it all out there, as if on a vast plain, no qualifiers or gatekeepers and its capacity is infinite. This kind of fragmentation makes success at the mass level extremely rare and difficult. Print still keeps a gate and focuses attention in ways that are easily discerned and have scale. If there was a hierarchal merit based
    means of ascendance to get access to the exposure potential of the internet, then by now there would be a certain degree of greater revenue now for those that had made it to the top.
    This isn’t really new, what is often forgotten about the past is how many did not succeed in becoming movie stars or rock stars or sports stars. It’s a very big number. It’s just that before the internet, obscurity was truly invisible. Now, if one cares to, one can spend hours surfing through all the obscurity digitally documented on servers. The democratic access enabled by the internet was also the massive dilution of the purposeful focussed attention of the masses. There will never be another Beatles. Legacy media has scale and familiarity and a track record of measurable results.
    The internet tends to devalue rather than add value regardless of quality.

  20. Fascinating discussion. A few factoids for the discussion:

    Only 14% of Americans consume wine more than once a month. Until we reach a wider American audience, will be hard to generate enough interest to expect ads to support wine blogs. Plus, research indicates advertising has little impact on wine sales. (Editorial coverage has quite a bit.) Wineries know it. Only the largest winery groups spend any significant money on advertising. Significant advertising on wine blogs or sites will have to come from non-wine advertisers wanting to reach the wine demographic, which is a usually a quite attractive consumer demographic. So who are your readers?

    And, as Alder notes, online ad rates are a fraction of print ad rates. So whatever migrates on-lines also shrinks in value.

  21. Barbara, great points, and further proof that print magazines still far outweigh online in influence and will continue to do so.

  22. Ned, right on. Liked you comment that “obscurity was truly invisible” before the internet; now, obscurity never goes away. How can one create revenue from obscurity? Pretty tough sledding.

  23. EVO, well as the one personality at the door of this blog I welcome your insight. And of course you’re right when you say there have always been far more wannabe wine writers than is possible — same with rock stars and internet millionaires etc. I don’t see how the internet changes that.

  24. EVO, you’re right: ad money seeks (perennial) content and pageview numbers; and it seems a good idea for blogs/websites to study potential joint ventures to explore the complementarity of their contents, creating symbiotic relationships.

    Barbara, I do trust that only 14% of americans drink wine more than once a month. But these 14% represent what percentage of the total personal income? 35%, 40%?

  25. Barbara and Ned’s points combined hit the nail so squarely on the head it’s frightening.

    To which I’ll add that people trying to make a living from a media that sold itself as “free information” may find that the description of that media puts overwhelming limits on earning a living.

  26. Thomas it is ironic isn’t it. Blogs and social media were described to us by their pioneers as free for all, free forever, the ultimate anti-capitalism, the final expression of freedom by the masses. Now, those same masses are scheming to milk it for all it’s worth!

  27. this has nothing to do with the discussion but Meadowood has one of the top croquet pros in America on staff. We should have had at least one seminar outside with him. Might have even gotten Wangbickler and Washam to come to the wine writers symposium. I’m just sayin’

  28. I think I’ve mentioned this before, but being old enough to remember the promises that TV networks made makes me cynical about the Internet (in fact, the promise of TV was almost verbatim the promise of the Internet generations later).

    Here we are talking about making money from the Internet through advertising. Hasn’t anyone noticed what advertisers helped do to TV? With regard to information, TV has gone from a vast wasteland to a nuclear blast site, mainly because money does not drive a quest for knowledge–it drives a quest for more money.

  29. Hey Alfonso, we didn’t get to the spa either! Nice seeing you.

  30. Adding a bit to back up Alder and Barbara’s point above gleaned from my experience managing technology for some pretty large sites (excess of 3 mil page views per day).
    Ad revenues come from large corporations. As Alder and Barbara pointed out, you need very large traffic number to play this game.
    In addition: None of the big guys are talking clicks and eyeballs anymore, that’s 1999. Any CMO worths its salt, especially in this budget climate, would need to show CLOSED sales coming thru the Sales Funnel originating at a particular Ad placement. That is very hard to do even when you have most systems under your control, let alone in the current social network technology landscape where you have to stitch together all of the various sites, blogs, tweets, facebooks pages, links etc. and make sense of it.
    We had armies of Analysts pouring over mountain of a data in our data warehouse trying to figure our the ROI on placements on Yahoo and other very large sites. Suggest to the Chief Marketing Officer to place ads on wine blogs? forgetaboutit, you’l get your head chopped off.

  31. >>Steve Heimoff (who works of Wine Spectator)

    That must hurt a little, eh?

    EVO

  32. EVO, I’m not sure what you mean by “who works of Wine Spectator.” I write for Wine Enthusiast Magazine.

  33. Uzi, very informative. Thanks.

  34. Steve, I know that. I was quoting from the beer comment above, about six rows back.

    EVO

  35. Eric wrote: “My original plan for a blog was WineWatch.org and I intended it to be inside information. Movements in the wholesale/supplier world from inside the industry. I still don’t see anyone doing that, specifically, but collectively when something breaks, it spreads around. And then the comments pour forth and pageviews increase.”

    But isn’t Lew Purdue covering much of this with his new blog, Wine Industry Insider, just as he pioneered with Wine Business Insider in 1991? He is gradually picking up more advertizers and industry subscribers who have to be in the know.

  36. If you guys want to make serious money from online wine blogging, create a system that drives (new) end-users to specific winery websites and I am positive, as long as the unique sessions can be tracked, wineries will pay out.

    If I knew a case was purchased online (sight un tasted) from a guy in TX who read a blog review and became excited about the wines… enough to purchase, yeah the person who posted who get a “driver’s fee”.

  37. Randy, I think people are working on this. But it’s a long way off. Besides, it raises questions of conflict of interest. If I blog about winery “x” in such a way as to persuade you to click through to their website and buy their wine, someone could legitimately ask if I was promoting their wine to make money.

  38. I have been reading and appreciating Randy’s comments. He always seems to come up with unique takes on things, most of which are critical of the existing winewriting scheme.

    So, when Randy essentially advocates that wine critics become cheerleaders and derive their incomes from the wines they recommend, I am stunned, shocked and amazed at the inconsistency of his stance.

    Here he has been a strong voice for his own independent approach to things and now he is advocating the wine critics, rather than being independent, become stooges for the wineries.

    Poppycock, Randy. It does not work that way. We have a name for people who sell their souls for money–and it is not a nice name.

    And, Randy, why in the world, under your system, would I ever advocate that people buy your limited production dry sparkling Gewurztraminer when I can make a thousand times more money pushing K-J Chardonnay. I don’ t even need to taste it. Just read the winery blurb that comes with the wine and parrot it back with a rating of 98 and I will be swimming in money.

    To quote John McEnroe. You CAN’T be serious!!!!!

  39. Why is it that the blogs that get the most comments are the ones about blogging? Certainly bloggers are the super-users of social media, but i think that it is a bit more.

    It gets to the now old joke about social media that:

    “Never have so many spoken so much about so little to so few.”

    Ad revenue will follow when there is a shake out in this medium. One critic is not enough, but 1000 is too many(and there are probably 10,000). I spend a few million dollars annually in advertising in the food and beverage arena. I need a large enough audience that really engages with my brands or it needs to be super cheap.

    The talk about social media as a panacea of democracy because everyone has a voice is the downfall of it from a commercial standpoint for stand alone bloggers. Too fragmented of an audience. Targeting consumers is one thing, but splitting into a million small outlets is another.

    I think social media can be a success for companies that do other things(magazines, wineries, restaurants, food companies), but as a business model it will struggle. Articles are being written questioning the possible death of Twitter. Do I think that this will all go bust? No, but a phoenix must rise from the ashes of this chaos and bring some focus. Then you’ll see a significant number of online bloggers be able to monetize the opportunity.

  40. I detect the faint odor of rotting tenderized horse flesh in this glass! :-)

    I don’t think most bloggers get into writing about wine because they expect to make money at it, Steve. Of course, they **ask** about the possibilities, they’d be crazy **not** to ask about them.

    Great hanging out with you this past week – looking forward to doing it again (hopefully soon)!

  41. Well, dude, there’s a wafer thin line between “expecting” to make money and “asking about the possibilities.”

  42. Not sure I agree that the line is that thin, Steve. What I mean is, I don’t think a majority of wine bloggers expected to make any money via the blog. Of course, they are hearing from Gary V. and many others that “I promise you, you can monetize that shit!” (actual quote from Gary), so they ask what the options and limitations are.

    Some of course have their heads in la-la land, and dream of bigger bucks – as many have pointed out (including you and me), that’s not going to happen for wine blogs anytime soon.

  43. OK dude, I realize that most of the (what, 1500?) American and British wine bloggers don’t expect to make any money. I’m talking about the ones you and I know and are familiar with — the ones who go to bloggers conferences and wine writers symposia. Maybe that’s a few dozen. But they’re the most important, and it’s pretty clear to me they are interested in exploring the po$$ibilitie$.

  44. Interersting set of assumptions on now revenue flows in online itellectual content surrounding wine. I wish it had been real, but I closed the US operations of Appellation America last August due to a long term inability to find meaningful on line revenue. We ran ads from Jaguar, Land Rover, David Yarrow and more all for the exciting return of about $3.50 per thousand on a 100,000 monthly base. Also ran a significant 6 figure edit payroll to deliver the wine writing by respected and knowledgeable folks acrross the US.

    We connected readers with winery sales vehicles on daily basis but did not get run over by wineries eager to pay for that service beieving it was a practical tactic to sell.

    There is a long, long road to monetization. I must admit I am very pleased I am not trying to kick the can, or wine bottle, down that road any longer as I hate wasting my time.

    Roger King

  45. Please don’t put all wine bloggers into the same category. Just as each winery has its own style and business plan, each blogger is different, too.

    Part of this debate really puzzles me — and is somewhat offensive to people like me, professional journalists who pursue wine blogging as a hobby.

    I have no illusions about making money via my blog, although it has increased my personal brand and opened up additional paid writing and speaking opportunities (not all of them wine-related, but people tell me they like the way I write.) To say that I went to the Wine Bloggers Conference or other events dreaming of a big revenue stream is patently false. Furthermore, I’d be amazed if more than a handful of my fellow attendees really were blogging to make a living.

    Yes, some blog because they want to receive samples or free access to events. But most of us do it as a hobby or an adjunct to a related source of income. Blogging can be plenty rewarding, albeit not financially.

  46. Doug, I do understand that. More than ever. I will not lump all bloggers together anymore.

  47. Roger, you gave it your best shot. Maybe, someday history will record AA as some kind of turning point.

  48. Perhaps it was the initials, AA, that drove people away from Appellation America. What wine drinker would rush to join AA?

  49. Steve, a lot of comments before mine I can’t read for time problems. I pass to say my opinion. It’s true: wine blogs will never get consistency ads. But, the fact is that if a winery want to invest on internet (and it has to invest if it wants to get visibility in the future) it has to invest on social media and not on ads. What generets more leads are blogs, facebook, twitter, not adverting on a wine blog. So, it’s better for a winery to start blogging itself, to enter the wine conversation. Ergo: wine blog will never get to much ads … but just to pay the hosting service …

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