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Some site news: a (temporary) farewell to advertising

posted by Jason Kottke   Apr 03, 2017

For the past 12 years, working on kottke.org has been my full-time job. For all but two of those years, my primary source of income has come from a small advertisement that appeared on each page of the site served up by The Deck. The Deck was small advertising network that displayed ads on sites like kottke.org, Daring Fireball, swissmiss, MetaFilter, and The Morning News from advertisers like MailChimp, Slack, Adobe, Amazon, Microsoft, Facebook, etc. etc. etc. The ads were small & clean and accompanied by a bit of text and a link; that’s it. No tracking, no targeting, no pop-ups. The ads were tasteful, polite even. In exchange for allowing these companies a small piece of my site to tell you folks about their products and services, I was paid a fixed amount every month, direct-deposited like clockwork into my bank account. I never ever had to think about it — we didn’t even have a contract!1 — all I had to do was write. All in all, a fair trade for everyone involved.

Sharp-eyed readers will note that The Deck ad is no longer on the site. Some months ago, Jim Coudal informed me that the ad network was struggling to attract advertisers. An attempt at restructuring failed and, as of March 31, The Deck is no more. There’s much I could say about the challenges faced by small independent sites now and how drastically the online advertising market has changed in the past few years, but mostly I’d like to thank Jim (and original Deck co-conspirators Jason Fried and Jeffrey Zeldman) for building a service that allowed me do my thing with minimal fuss for so long. Jim, I wish you continued good luck in steering the Field Notes juggernaut.

So, where does that leave kottke.org? Luckily I anticipated something like this happening1 and the launch of memberships back in November has left the site on stable financial ground, even without advertising. Thank you, members! Seriously, you people saved the Building & Loan. And if you’re not yet a member and you find value in what I do here, there has never been a better time to support kottke.org.

Even so, in the interests of necessarily diversifying the revenue of this here very small business, I will be looking at options for replacing The Deck with….something. I have a few leads and ideas but am open to suggestions. Wanna do a year-long sponsorship of one of the best independent sites on the internet? Got a line on a small ad network with tasteful advertising? Do you have experience with online advertising and advice for me? Let’s talk. Chumbox providers need not apply.

  1. You would not believe the looks people gave me when I told them this. My entire livelihood, dependent on a handshake! I dunno, it just never seemed necessary. *shrug*

  2. Which I feel a little clever about except that I should have done the membership thing years ago. Idiot. Just as every problem is actually a opportunity, every success is an chance to consider how you might have done it better.