It means we don’t need an ad sales department, we don’t track and report performance, and they can’t just cancel on a whim. We’re locked in.
Right now that’s technical innovation for Guinness and wild fermentation for New Belgium - two things we were keen on.
And we can ensure that easily - because they already paid. It’s in everyone’s best interest to respect it. There’s no leverage.
In addition, we have @theFerventfew - a growing group of paying subscribers. And right now that covers about 30% of our editorial costs. That’s amazing. People paying for content!
But it’s done better than that! It’s actually eating in to our need for funding at all.
In the meantime - we’re still not doing traditional digital advertising. And it’s about more than the expense and time - it’s about options.
That changes what you write.
That changes who your audience is.
That changes what your goals are.
And until I know what the solution is, I’m not going to make the wrong choice to break it and pursue a model that would ruin it, to get revenue.
And while some might see that as a missed opportunity - I see it as preserving opportunities.
The future is bright entirely because I’ve refused to play a losing hand - which is ad-supported digital content. GBH doesn’t walk on water.
And not fucking it up is sometimes the best idea you’ve got.
That’s possible because it’s no longer dependent on studio revenues.
We don’t get by with secret funding from anyone. We simply don’t play the game and we live within our means.
And my team punches waaaaay above their weight.