Second panelist on the Business of Blogging session: Phil Oh from Streetpeeper.com!
-Rather than having Google Adwords he have ads to friends with brands. He thought it would be better to have ads for relevant brands.
-Joined an adnetwork, but was displeased with the results, so he set out on his own and started creating his own mediakit consisting of traffic, statistics, press, etc.
-The hard part: finding brands to collaborate with.
-His first big advertisement opportunity: Puma.
“I started making fake email addresses for my ‘assistants'” (haha!)
-With appx 2 million views a month, his site is still only just barely seen by larger brands.
-Pooled traffic with other bloggers to make advertisement worthwhile for larger brands. Like Mattias said, there are options to do product placement and other advertisement opportunities.
-Don't quit your day job thinking you'll make a lot of money off of blogging. It will mostly be smaller advertisers.
-Once you have a bit of followers you will be approached by publications/brands/etc.
-Treat your blog posts/writing as a commodity. don't sell yourself short! Your skills are worth getting paid for! Don't do stuff for free. It makes it hard for other bloggers to get paid for their hard work.
-turn the blog into your real job, like how Phil is now working for Vogue.com and other bloggers who now work for “real companies” using their skills as bloggers.
Q & A
Q: When you take a street style photo, do you ask for model releases?
A: not really, I probably should. There's usually a verbal/implicit agreement. Unless it's a street style photo being used for an advertisement, in which case it can't be used.
Q: are you on twitter?
Q: Do you think they'll be an explosion of street style sites, and will there be more of a business model there than just banner ads?
A: yes, for me I have three methods of monetization: banner advertising, selling photos to magazines: publications are looking for street style photographers. Also: I have been asked to take street style-esque photos
Q: did you have photography experience before you started the website?
A: no history in fashion, no background in photography. My first camera was this little point and shoot. Now I've upgraded to a Canon 5D.
Q: With so many people who will blog about anything and not getting paid for it, how does that influence how you can make and ask for money when so many people are basically giving it away for free?
A: I've never really gotten anything for free so it's hard for me to say. I don't really have a good answer…
Q: You travel around a lot, where is your favorite place to shoot street style? How does language barrier play into it?
A: I get the best tokyo, but I hate shooting there. People naturally assume I'm japanese so it's hard to communicate. I know a couple phrases in Japanese. Everywhere else people pretty much know english.
Q: If you're a smaller blog and a brand wants to feature you or have you write something, wouldn't you want to do it for free to get exposure, and then come back later when you have more traffic and ask for money then?
A:It's kind of a personal decision. You have to decide if your exposure is worth doing it for free. Once people get stuff for free they expect it to be free always. If people weren't going to compensate you in the first place they'll probably just go find someone who will do it for free when you ask for compensation. “You have to have guts, you have to have balls” you have to stand up for your work and your work. Your time and opinions are valuable.
Q: What did you do differently to gain readers?
A: I just had a lot of content that people were interested in. I was traveling to different countries and at the time that was pretty unique and I think people were interested in that. And longevity. If you have great content and there's something about your blog that's different. And patience.
Q: Do you think the US is a leader in fashion blogging? Do you get inspired by other countries?
A: Oh of course I get inspired by other countries. I was in stockholm and a major store was featuring a blogger. In the US it's more of a number game. In smaller countries, bloggers can reach more people.
By Elizabeth from Delightfully Tacky