How Much Do Bloggers Make? Case Study: Alice Bradley AKA Finslippy
Alice Bradley, also known as Finslippy, runs a popular blog that is represented by Federated Media. According to the information available from Federated Media, finslippy.com gets around 110,000 page views per month, a statistic that is a little inflated from the Quantcast measurements of her traffic. Through Federated Media, finslippy offers two different types of ads: a 125×125 square button and a wide skyscraper. In addition, Alice Bradley participates in special advertising arrangements through private companies, such as the Momversation series in which she is featured.
The minimum buy for the 125×125 square button on Finslippy is 3,000 impressions, which constitutes a 6% share of the total impressions in a two-week period, and costs $13.65. The minimum buy for a wide skyscraper on Finslippy is 2,000 impressions, which is a 4% voice and costs $32.50. It is hard to say what the Momversation deal yields in terms of revenue.
Source: Federated Media
What does this mean?
Well, if Finslippy sells out all of her Federated Media ads on a given two-week period–both 125×125 button and skyscrapers–she would grossing about $1,040 per two-week period for Federated Media. This suggests that Finslippy would gross about $27,040 per year total. But there are two caveats: 1) Finslippy does not sell out ALL of her ads, every week of the year, particularly in January, when advertising sales are low; and 2) You can bet that the advertising networks are taking the lion’s share of that revenue, possibly up to about a 70% of it, in fact. So here’s where the guestimating begins.
If Finslippy were to sell out all of her ads for the year, my guess is that her share runs from about $8,112.00 to 13,520.00 per year. Based on information for the current two-week period (May 14-27, 2009), I am guessing that Finslippy must maintain about an 88-96% full rate on ad space, since only 12% of her 125×125 buttons and 4% of her wide skyscrapers are available. It is possible that some of these impressions are sold as a package deal with other members of Federated Media’s parenting federation, and as such the price may vary. Without getting hard numbers from either Finslippy or Federated Media–and I’m not asking, but I’m guessing they won’t tell–this is as close as I’m getting. So my semi-educated guess is that Finslippy’s gross revenues are between $7,000-$13,000 a year.
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