Our industry isn’t an easy one right now. Many challenges are coming from many fronts. I won't dilute this post by repeating them. The bottom line - we know, only too well, how tough it can be if you’re an independent publisher. How do we know? Because we’re part of this complex and incredible advertising ecosystem. And we learn from in-depth conversations with our publishing partners.
Recently, there has been much talk about the 'premium web.' This has been sparked by the recent publication of several 'top publishers' lists. The simple message is this: advertisers should focus on 'premium publishers.' That will pretty much solve their ad inventory requirements.
We don't see it that way. We believe in the power of independent publishers and the audiences they work so hard to attract. Their audience is no less valuable than the audience of so-called ‘premium publishers.' A human has made a decision to invest their time in their site. That attention and that time are worth something.
We build our whole business around the unique strengths of independent publishers. Here’s why.
1 - David v. Goliath
By rights, far bigger media companies should have wiped out independent publishers. The fact that they haven’t been is a testament to the power of the open web. The internet has democratized the way people gather, share, and find information. Every second, millions of 'David v Goliath' battles occur on search engines. The plucky Davids of publishing often bloody the noses of their rich Goliath rivals. Despite its challenges and misuses, that's what makes the internet remarkable.
2 - It’s Nice to Niche
If you look at any ‘Top 100 Publisher’ list, you’ll notice two clear common denominators. They are media giants with significant brand recognition. But, it's the second thing they share that is most telling. By their mass-market nature, they consist of 'general content.' They go wide. Independent publishers choose to go deep. They pick a niche, they serve it well, and they earn the trust and the eyeballs of a loyal audience.
3 - Narrow Niche = Real Relevancy
And, of course, the more niche the content, the more relevant it will be to a subset of specific advertisers. If you're a brand or agency, here's a chance. You can get your new word-based board game in front of a receptive audience. They're more likely to be interested in it. So, why not get it featured on an online word game site? Yes, the reach will be lower—but the audience quality is higher because it’s relevant.
4 - The Trust Factor
The old world logic of big business and big brands equals ‘trust’ no longer holds. Trust in ‘traditional’ media has never been lower. Whether it’s phone hacking, overt political bias, weaponized click bait tactics or just very poor content, the cynicism from the public is very real. Smaller, independent publishers don’t have that baggage. They’re not tainted by history. It means that new, unknown, and usually smaller publishers' content is judged on its own merits. If the content is good, provides value, and serves its purpose—that is all that really matters.
5 - Less Baggage = More Flexibility
By their nature, independent publishers are smaller. They’re one-person bands. That means less bureaucracy, less complexity, and fewer barriers to decision-making. What that all means is that independent publishers have far more flexibility. We see this first hand with our publishing partners. They are more willing to experiment with new ad formats or test new strategies. That flexibility allows for much faster optimizations. Publishers can then reap the benefits more quickly.
6 - We Wouldn’t Exist Without Independent Publishers.
We’re a small but ambitious business that helps ambitious independent publishers. Our business thrives when our publishing partners achieve their goals. The collective success of our network of publishers has allowed us to grow significantly over the last 18 months. Those publishers are helping support 58 ‘Snigelers’ and their families. In return, we help our publishers grow and get the most value from every ad impression on their site.
Respect is Earned and Deserved
The millions of independent publishers that make up much of the internet deserve more respect than they get. And, no, we’re not naïve. We know there are bad actors among those millions. We know there are opportunists who are only interested in turning a quick buck. We see the countless AI-produced sites that offer no real value. These sites hurt the quality of the internet. They also tarnish the name of independent publishing.
Despite that, we see the hard work, dedication, and spirit of the independent publishers we’re proud to partner with. We see the highs and we see the lows. We can't control the economy or the ad market. But we can find new ways to maximize the value of every impression. That’s our commitment.
The bottom line from my perspective is this: independent publishing is here to stay. It's lazy to suggest that brands and agencies should bet everything on large, corporate media companies. It goes against the nature of the ad ecosystem built over the last 30 years. We believe in the power of that ecosystem and, more importantly, we believe in the place of independent publishing within it.
Kev is Snigel's Head of Marketing with over three decades of experience in storytelling and customer-focused advertising. A seasoned pro, he’s passionate about driving success through innovative ad strategies and advanced technology.
