Friday Archive Dive: The Q1 Ad Crash
Today’s Archive Dive takes us to Jan. 7, 2012, when I explained an ad-revenue phenomenon that seems to take me by surprise every year. The original post appears below, in its entirety:
It’s not the beginning of the end. It’s the beginning of the beginning — as in “new year” beginning.
It’s very simple. All of those companies buying ads — and sending your ad revenue through the roof in November and December — have concluded those holiday-driven ad campaigns. And, what’s more, their bosses haven’t yet completely decided on budgets for the first Quarter of the new year.
In other words, the old money’s been spent, and the new money isn’t here yet.
So you’re making in ad revenue a fraction of what you made this time thirty days ago.
Don’t worry. They’ll be back.
In the meantime, establish a floor on your ad rates (if you use Project wonderful, use this handy guide), throw up a few house ads to default when that floor isn’t met, and use this period to self-promote on your site.