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How would you monetize THIS?

by Steven Carl Kelly
11 replies
I and a partner are working on a Web property that could blow up, and when I say blow up, I mean HUGE. If it goes as planned, this site will be a novelty that will get tons of national and possibly international exposure. We're talking about radio, TV, online, word of mouth, totally crazy buzz.

If it performs as expected, we figure that the site will burn brightly for a short period of time, then completely burn out within a few months. There really is no long-term viability model for this property. It will get tremendous attention for the shock value and generate hundreds of thousands, perhaps millions, of page views per month for a very short time.

The hits will be completely untargeted.

It's virtually unique, there's nothing like it out there that we know of, and as such a partnership with another site or group of sites doesn't seem likely as a potential revenue option.

So, under those circumstances, other than slapping Adsense on every page, how would you monetize it?
#monetize
  • Profile picture of the author Eric Lorence
    Seems like unrealistically high expectations and very little substance and research.

    There still trying to figure out how to make MySpace turn a profit, popularity don't always equal dollars, but Adsense is a good start.

    Best!
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    • Profile picture of the author jhongren
      It's virtually unique, there's nothing like it out there that we know of, and as such a partnership with another site or group of sites doesn't seem likely as a potential revenue option.
      I am not sure what you meant by "virtually unique". How did you come to this conclusion?

      John
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      • Profile picture of the author Steven Carl Kelly
        Originally Posted by jhongren View Post

        I am not sure what you meant by "virtually unique". How did you come to this conclusion?
        Think of the Stan Romanek video and the massive traffic his Web site gained around the time of his announcement. It would be similar, but on a completely different topic (nothing paranormal).
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        • Profile picture of the author ibringjoy
          Bumper stickers would be good, also.

          And Buy Me A Beer buttons on the site!

          Kathryn
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    • Profile picture of the author zephyrwriting
      If you're convinced that this website is definitely going to burn as brightly as you think it will, and if you can convince others too, why not consider other sponsored advertising options? AdSense is great, but I'm guessing you may be able to get better revenue from privately sold ad-space.

      -Vish.
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    • Profile picture of the author Floyd Fisher
      Capture as much information from your visitors as you can legally get away with.

      With that, you can probably sell stuff like Mouse Pads, Coffee Mugs, T-Shirts, etc. to the list you build, and maybe more. I'd say the possibilities are endless if you play your cards right.
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      • Profile picture of the author Steven Carl Kelly
        Originally Posted by Floyd Fisher View Post

        With that, you can probably sell stuff like Mouse Pads, Coffee Mugs, T-Shirts, etc. to the list you build, and maybe more. I'd say the possibilities are endless if you play your cards right.
        That's the first thing we thought of, because the idea is just so bizarre. I can see us selling quite a bit of merch, but I think the potential there pales in comparison to what we could possibly do with just so much Web traffic.

        This is the sort of thing where, if it gets picked up like we expect it will, you might turn on CNN and hear: "A research group announced today that..." and the idea will be just so unusual that you'll have to go to the Web site to see for yourself, and to decide if we're on the level or pulling the entire world's leg.
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  • Profile picture of the author Steven Carl Kelly
    We're going to flood the channel with press releases, and the topic of the site will be so bizarre and outlandish (though presented in a completely serious way) that it will demand attention.

    I was involved in a similar promotion way back when that also took off huge and this one has all the same earmarks. However, back then monetization strategies were much simpler -- banner ads that paid a lot of money on a CPM basis. Every page view put money in our pockets back in the golden age of internet advertising, but that model is dead.

    It will either be a complete bust, or a take off like a rocket. If the latter, we'll need to do our best to wring every nickel out of it. I spoke to Seth Godin about it recently, but he no solid advice for us.
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    • Profile picture of the author Michael Shook
      If you are going to have shock value untargeted traffic, Adsense is your best bet. Or an adsense like substitute.
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  • Profile picture of the author Stanley Tang
    uuummm... are you sure it will blow up? I'll focus on the traffic first.
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