The Joy of ‘Blogging for Exposure’ vs What Magazines Get Paid

One of the joys of travel blogging is the amount of exciting emails I get. I have to limit my looking or I’ll just keep dragging down on the iPhone to refresh when I should be working away at the never-ending to do list.

In among the press trip offers, reader requests, newsletters and spam there are always requests from companies presenting me with a once in a lifetime offer to blog for them for ‘exposure’, despite the fact it’s obvious they’re up to their armpits in cash.

Getting paid for travel blogging

I’ll get my name in lights on their Facebook page which, yes, has an impressive number of likes, but where’s the interaction? I’ll be featured on their site, which has millions of views, yes, maybe the site does, but the blog? Nada. And of course if I want to link back to them to promote the article once it’s done, on all the social media feeds ever, that sure would be swell. I don’t even have to give them any money for this level of exposure, wowee!

Opportunity vs free labour

If the company contacting me are genuinely of interest, and the contact knows this because they’ve researched me so well and seen the genuine ‘synergy’ they speak of, I get it. If they absolutely, genuinely think it’s a golden opportunity and we’re going to have a long and happy life together, cool. Let’s have a look, maybe a go, and see how it works to benefit us both.

Travel blogging

– From The Oatmeal

Most of the time though the requests arrive from a PR or content agency – already a sign that there are tens of thousands of pounds in someone’s pot, somewhere – and they want me to write about some vaguely linked product, app or service in return for said ‘exposure’.

Basically they want to use my work to advertise, for free.


 

This post has created quite the conversation in the comments below and on message boards –
make sure to read them too to get a fuller picture! 


Social media shares for pay

I think of the person who’s got in touch. They must love PR / SEO / marketing, I presume, that’s why they managed to bag that job and pursue careers in competitive worlds. I love my job too. That’s why I’ve worked so hard to create this blog that companies now want to use as a free advertising platform. But no matter how much anyone loves their job if you don’t get paid for services given, you’re not going to last very long.

Love doesn’t pay the bills.

Travel blogging

What if the person responsible for paying those guys for their time turned around and said:

“No salaries this month employees, we’ll just talk about how great you are on the Facebook page. We have 20k likes!”

Nothing to pay for the technology you had to use to do your job, or transport costs, or even the electricity to power your work. In return for all those years you spent in training, the hours you spent building up your blog, and time spent answering their email you’ll get a mention on their Pinterest account.

This video from Zulu Alpha Kilo puts the whole working for free thing into perspective by presenting the concept to restauranteurs and personal trainers, who find it ridiculous.

“Do you do what you do for free?” – personal trainer

“Err… no.” – customer

“So, why do you want me to?”– personal trainer

Travel blogs vs travel magazines

There are a lot of variants in comparing travel blogs and travel magazines, I can see that, but as an interesting benchmark I thought I’d have a look at how much it is to advertise in the UK’s leading travel magazines, and note their circulation.

The prices I’ve listed below are for whole page ads. As a blogger what we’d put together could better be described as an advertorial, which, for example, Lonely Planet would charge an extra £4,100 for, taking the money up to £10,600 from £6,500. Their circulation is less than my average unique visitor count.

Most of the figures come from six months worth of ABC stats – the independent assessor of the UK magazine industry – so I’ve done the same. My circulation figure is the average unique visitor count from the last six months (May-October) on my blog.

MagazineCirculationWhole page ad
Food and Travel27,000 (source)£4,950 (source)
UK National Geographic219,254 (source)£24,598 (source)
UK Conde Nast Traveller78,060 (source)£12,626 (source)
Sunday Times Travel Magazine56,624 (source)£27,040 (source for the paper)
Lonely Planet46,000 (source)£6,500 (source)
Vickyflipfloptravels.com59,269Free?

It is a difficult industry to put a price on sure but that’s upto an individual blogger. The fact that the post can last forever, and gather momentum as the years go by means that, if I was an advertiser, I’d see blogs as a much better investment of cash.

How I do ads on my travel blog

I’ve worked with a few companies to advertise their wares. InnTravel wanted to give me a Kindle Fire to give away to my readers and write about ‘switching off’, IHG wanted me to talk about their new business gadgets and Hotels.com wanted me to go ‘unrooming’. I label them, as required by the Advertising Standards Agency (ASA) in the UK, and am happy to work with a company I know and like.

“The ASA requires bloggers who are paid (directly or in kind) by a third party to write reviews or comments about a product or service and who cede editorial control of the blog to that third party to be up-front with their followers by making clear that it’s advertising” – from cap.org.uk.

Sponsorship and advertising is a personal choice for bloggers but for me it’s one that allows me to carry on travelling and to provide all the free content that I do. It makes up a notable part of my income. Doing this often gets discussed negatively at blogging conferences, or bloggers like to give it a different name to make them feel like they haven’t sold out. In reality, pretty much anything worth advertising on, gets advertised on, from films to festivals to buses to blogs.

Sneaky magazine advertising

travel blogging

It annoys me that bloggers come under fire for advertising products they like, especially as it’s just accepted that magazines do too.

I’ve worked on a few leading UK magazines but my first job in London was for a different kind of magazine company. They’d pick a topic, for example beauty, and then sell as many ads as possible pandering to the advertisers requests just to get the money in. Then, the flatplan for the magazine would be created based on the ad space and what the advertisers wanted. I was shocked and thought it a sketchy way of working. It was only when I moved on to more credible magazines that I realised that’s what they all do, base their content around their advertising. How else would they survive? The £2ish cover price barely covers production and distribution, it’s the advertising that brings in the cash.

Even though advertorials are labelled in magazines, and the adverts tend to be fairly obvious, often the content on the opposite page has been written specifically to keep an advertiser happy. The content is meant as a taster for the ad, which is what they’re officially paying for but the ad will need context in the form of editorial.

No matter how much free stuff a magazine gets it needs money to survive, and the same goes for blogs.

3 examples of ‘blogging for exposure’ requests

I’d imagine any bloggers who are reading this to nod along. Any non bloggers who’ve made it this far by curiosity may be wondering what exactly these requests look like. Here are three of the most common examples of ‘blogging for exposure’ I’ve received over the last week. Some concepts and companies have been changed but you’ll get the jist.

1.

You’re included in a round up post of the ‘best travel bloggers ever’ by a company that boasts millions of pounds of profit. They now want you to write a post on your blog about the fact you’re included in the list.

I’d always share these lists on my Facebook and Twitter feed – it’s an honour to be included. At the moment though I have one particular company who included me in a round up – which was liked and shared by me – and now they’ve sent me approximately six emails wanting me to write a post, for free, about the fact I was included in the round up. As I said, this company claims some of the biggest profits in travel.

I may have done this naturally, who knows, but the fact they’re hounding me to do it is driving me crazy. People who give to receive do my head in, so I’m not writing about them.

If you freely decided to do a round up post of the best plumbers in your area, and then asked the top ones on your list to come and sort your plumbing for free, would they? 

Just in case you don’t know, here’s a little lesson on how the internet works to explain why they want this.

For most people in the UK the internet is Google and Facebook. They want to know something so they type their query in Google and the answer appears. Google’s job is to find the page among the millions on the internet that will answer your question. They’re here to serve their customer. Google uses thousands of indicators to determine how relevant a webpage is and one of the key ones is how many people have linked to that page because it shows that it’s a good page. This is why the company in question wants me to write about them – to link to them so that Google thinks they’re a knowledgeable page about the top travel bloggers and so shows them as a top result and they get more views.

I won’t go into it further but one of the best sites on the internet for learning about all this stuff is Moz.com. The intricacies of the internet will blow your mind.

blogging for exposure

2.

A new start up wants you to review their app on your site, host a competition to give 5 away to your readers and write about them on the App Store. In return you’ll get to be one of the first to try the new app. You go back and tell them that’s advertising and will cost but they ‘don’t have the budget for that’.

So, they want a good few hours work, and access to your audience, in return for an app you didn’t ask for or want?

If it’s a new company and they haven’t budgeted for marketing, that company will not be around for long making any inclusion pointless. If they had the money to build the app they should have the money to tell people about it.

If you take them up on the offer you’ll need to pay for a tool to host the competition, take time to encourage people to enter via social media, to pick a winner, email them, stay in touch with the client and to write the review. And to download the app and try it out. I’d estimate about 5 hours work, in return for downloading an app you don’t want. No thanks.

Why should a blogger do this? If I really like the product, sure, sure, but if I don’t then pleading ‘we’re just a small start up’ doesn’t really work for me.

I’ll bet I’m a smaller start up than them! 

Blogging for Exposure

3.

You’ve been sent a 600-word brief to write about whether you prefer Berlin or Munich. The company is one of the top 5 in it’s industry. You’ve been asked to cover 7 specific points in the body text, to use brand messaging, link back to them, to promote on Twitter, Facebook and Google+ and to use the designated hashtag. If you could include the video that they’ve provided that would be good too. When you checked back there was no budget for this advertising, but they can put you on their mailing list for press trips in 2016. Oh and could you get it done in the next week? 

Seriously?

I probably get something along these lines every week. I despair and don’t want to waste time answering but they keep on with the ‘have you had chance to read my email’ emails. This request is clearly advertising and I wouldn’t want to pretend to my readers any different. They want a very specific message written on my blog, which I’d be happy to do as long as it’s marked that it’s an ad and they pay me. And I wouldn’t even charge the £6500 that a magazine of a similar circulation to me would.

And as for the offer to be on the ‘press trips list’ I’d rather have some money so I could afford to go on the trip myself.

Turn the request around Mr ‘Advertiser’, would you do it? 

Sometimes, just sometimes, it can be worth it

Blogging for Exposure

Of course, there are a few brands and / or opportunities in the world where it may actually be worth working them for free. You’ll be rewarded for giving your time in return for genuine exposure to the right crowd or an incredible experience which you can leverage to make money a different way. Those particular brands will change in reference to where you are in your travel blogging career with the pool getting smaller as you become more established.


Money travel blogging


5 ways to decide if it’s worth it

1. How many social shares do the company’s blog articles have?

They might be big sites, but how big is the platform your work will feature on? Do your research.

2. Have you heard of the company before? 

If big brands like Lonely Planet, National Geographic etc want to work with you and genuinely give you valuable exposure for your time, you’d be mad to say no.

3. How big is your following? 

If you’re just starting out one of the best things you can do is to get yourself noticed on other, bigger platforms. And because every platform is bigger than yours it makes sense to carefully select who you’d like to work with. Anyone in the same field, with a bigger following than you, could provide value to you in working for them for free but just check the terms and conditions of what you’re getting yourself into.

iceland blogging

4. What will you get out of it? 

I recently wrote for the Travelettes ( I approached them, they weren’t asking for free content) and when they shared my post on their Facebook page I got a good boost in Facebook numbers from people interested to know more about my experience and work. Travelettes is a site I love – I was proud to see my work on there – with people who were cool to work with, and I got some new readers out of it. I’d be happy to write for them again.

5. How long has the company been around? 

I’m not saying it’s not worth it if they’re new but so many start ups fall down fairly quickly, especially if they’ve got questionable work ethics, like not paying people. The best way to find a company who’ll be around for a few years is to find one which already has a few years under its belt.

Do you work for free?

Blogging for exposure

Blogging for exposure is something that’s been around from the start and is bound to continue into the future. One one side if companies know they can get you to work for free they’ll do it. Look at it a different way and if you manage to skilfully manipulate bigger company’s audiences with your witty and intelligent writing that they share across their genuinely large, engaged, relevant audience groups, then you can make it work for you.

And if you manage to get £4500 for an ad on your site, send them my way!

How about you? Any insights to share?

Me-and-Monica-Stotthow-to-be-a-travel-blogger
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100 Comments

  1. by Julia on November 9, 2015  1:16 pm Reply

    HA! Love this post. I think I may have been approached by the same app startup company as you, too. Am honestly sick of the "exposure on our blog and/or social media channels" pitches. I think it still comes down to the fact that many companies and PR firms think that blogging isn't really "work" and therefore they're unwilling to pay for it. They see it as a hobby and that you should be proud to have been approached by them. If only they knew all the work that goes into it and the fact that most bloggers spend more time on their sites than they would have spent working for a corporation in an office!

    • by Vicky on November 10, 2015  11:22 am Reply

      Yeah definitely. Especially as travel bloggers bring stories back from around the world so they think we're just on our jollies all the time. It would ruin the illusion to know how long we spend working on and thinking about our sites! Not all bloggers are the same – there are plenty that do do it for a hobby which is different but when you manage to get your numbers up and it becomes your life, and a valuable platform, the exposure offers are offensive!

  2. by Claudia on November 9, 2015  1:33 pm Reply

    Thank you for this post! I will copy here a recent facebook status I wrote, as I felt the need to rant a bit. I hope you don't mind!

    Marketing companies that invite bloggers to take part in a contest to then travel to a specific country probably are very smart.
    Here's how it works: they get a bunch of bloggers and social media influencers to apply. The same ones then have to invite their audiences to vote for them, by posting on their social media profiles a post that directly links to the marketing company's site. There goes the "free exposure" - for the company and the destination, not for the bloggers - that bloggers are willingly providing for free.
    Then, the few "selected" bloggers who get selected have to travel to said country, most likely at their own expenses (which, depending on where they are flying from, could be anything from 100 to X+ USD), in order to WORK. Because really, it is work: bloggers are not getting anything for free as in reality whatever accommodation, meals and attractions they get is paid through hard labour (a number of blog posts which is disproportionate to what is offered, and a number of social media passages which also is disproportionate).
    What do bloggers get in exchange? Oh, the famous "exposure". Come to think of it, given that most bloggers will have to pay for their flights to reach that destination, that "exposure" isn't even free at all. It is paid for.
    In other words, if bloggers fall for it, they are literally PAYING to work - paying to write posts, paying to visit a city, paying to actually exposing the company and the destination.
    My view? If I want to see that city, I may as well pay for it and do my own little city break and have the choice to write about it on my blog, or not write anything at all.

    • by Vicky on November 10, 2015  12:33 pm Reply

      Thanks for your comment Julia. It's ridiculous to think you pay to work, but you're right. I've definitely had offers which have seemed exciting at the time but when you work out how much you'll have to invest to take them up on it it seems ridiculous. I guess you just need to learn what you'll do and what you're uncomfortable with. And what you think you can get out of the trip content wise. There are more ways to make money than just selling ads!

  3. by Inma, A World to Travel on November 9, 2015  1:42 pm Reply

    Thanks for this post Vicky.

    All you state here is so true and happens every day. Lots of companies approach us and, although many are willing to pay for our work, most of them think that our time worths nothing.

    I will be sending this from now on to those advertisers that simply don't get it or don't want to get it.

    Cheers!

    • by Vicky on November 10, 2015  10:23 pm Reply

      No worries Inma! I'm glad I've created a post that will come in handy for lots of bloggers when they're trying to explain why they shouldn't work for free.

  4. by Sofie on November 9, 2015  1:52 pm Reply

    Love that you looked up the advertising rates for UK magazines. I've been planning to do that for Belgian ones but haven't found one all-comprising source yet. Maybe bloggers should just put a table like that on their "work with me" pages:)

    • by Vicky on November 10, 2015  10:23 pm Reply

      That's actually a really good idea!

  5. by Kara // Heels In My Backpack on November 9, 2015  2:23 pm Reply

    Those circulation figures have blown my freaking mind. Seriously, I'm going to start telling people I have more readers than Lonely Planet magazine... PR companies in particular.

    • by Vicky on November 10, 2015  10:25 pm Reply

      Crazy aren't they! I couldn't believe how low they were when I found them at first – that's why I felt the need to link to all the sources. Pretty sweet stat to tell people!

  6. by Flora on November 9, 2015  3:19 pm Reply

    Yes, yes, YES!! Nodding my head vigorously along to every single word of this, Vicky. I still haven't got around to writing a template reply to all the emails I get in this vein, but now I might just link them to this article and be done with it!

    • by Vicky on November 10, 2015  10:26 pm Reply

      Glad you agree with it all Flora! Yep, feel free to link. Hope the advertisers take some notice!

  7. by @mrsoaroundworld on November 9, 2015  4:00 pm Reply

    Great post. And I will share the best one that happened recently - one of the world's most recognisable champagne brands for a social media campaign, promote an app and more. My payment? A case of their non-vintage bubbles. I said 'I don't work for free champagne and that I had just bought 2 cases of their main competitor, but vintage of course'. I then asked every person in the chain if they were working for free champagne too. Surely I wouldn't be the only one? ;)

    • by Vicky on November 10, 2015  10:30 pm Reply

      I've found it was difficult to move from getting all excited about being offered things for free to realising that my blog was actually valuable and had some worth. I guess it's our job to make advertisers realise that too and to work in partnership with appropriate companies is an honour on both sides and we should be fairly compensated. Viva la blogger's revolution!

    • by Vicky on November 10, 2015  10:26 pm Reply

      Thanks Charles :)

  8. by Michael Huxley on November 9, 2015  4:27 pm Reply

    Yes! I've been saying this for a long time. With the RARE exception (for example the time the BBC travel show wanted to ask me a few questions to appear on their show which was a no brainer) I NEVER work for free. And what annoys me even more is the fact that when bloggers DO demand money (even ones with huge audiences), it is a fraction of what traditional publications ask (and get!) And the PRs still balk at it!

    • by Vicky on November 10, 2015  10:32 pm Reply

      Exactly! We need to educate and show them we are a business, not just hobbyists!

  9. by Cathy (MummyTravels) on November 9, 2015  4:38 pm Reply

    Great post - it astonishes me how many places do try the exposure angle. Unless there really is something else worthwhile in it for me, why would I want to? The best ones are the typo and error-ridden messages promising me they'll provide me (a professional writer) with 'quality' content for my blog.... er, let me think about that.

    • by Vicky on November 10, 2015  10:34 pm Reply

      I hear you on that one! My favourites are the people who spell my name wrong while telling me how much they want to work with me, or, even better call me by another blogger's name. I'm that special hey?!

  10. by Paige Conner Totaro on November 9, 2015  4:59 pm Reply

    Exactly. And re: print ad prices - I can't believe advertisers haven't figured this out yet. A blogger can show you exactly how many people have seen the ad, and whether it spurred some action, like a click, or even a booking. PLUS, readers come to your blog post oftentimes because they are already interested in a destination, so you have an audience of people who are ready to take action on an ad for a hotel or activity in the destination.The other thing is, the magazine may have that circulation, but there's no guarantee someone will actually open the magazine and see that advertisement. As an example, our website about visiting Belgium with kids gets a lot of traffic from the UK, most likely people that are about to travel there with their kids for a weekend and have no clue what to do. What if a fun hotel had an ad there about their great children's lounge, or a chocolate tour, or bike rentals? Click, click, click. But the Belgian travel market, for the most part, just like the rest of the travel market, is focused on getting a story in Travel & Leisure or something that might take years to show results. We can show direct and immediate results from a focused demographic. Why don't advertisers get this?

    • by Vicky on November 10, 2015  10:42 pm Reply

      It just seems a no brainer to me. Someone's just commented on this post in a Facebook group and said magazines are much better because you can't track retention virtually?! I'd totally agree with you – on a blog you can take your readers on a journey to help with their travels and provide information and recommendations every step of the way. That's just not the case with magazines, as we all know.

      I think it's still that age old thrill of seeing your name in print. Even bloggers, including me, love to see their names in magazines and on books, so no wonder the advertisers buzz off it too!

  11. by Rob on November 9, 2015  5:27 pm Reply

    Amen!!! Vicky your honesty and insight is priceless... I've been trying to explain to my landlord that an infographic about Acai Berries is just as good as cash, needless to say they're not as keen as the person pitching it to me. I love the way you and a few other respected bloggers are taking a stand, it's about time professional bloggers reaped the rewards for their years of effort - well said and well done.

    • by Vicky on November 10, 2015  10:44 pm Reply

      Rob! Your comment really made me laugh :) I wish landlords did take infographics as payment – might be able to afford London then!

  12. by ella dvornik on November 9, 2015  6:53 pm Reply

    Thank you for writing this.

    I have over 130 000 readers per month and over 260 000 followers on social. I really struggle. I am invited to visit many properties but everyone disregards the fact that someone has to pay for transportation and expenses. I hate how they make you feel ''honored'' because you are visiting them. Sad to say but this is the world we live in, and unless everyone starts to charge, I don't see how it will change.

    :(

    • by Vicky on November 10, 2015  10:45 pm Reply

      Hey Ella, nice blog! Loving your look. Yeah, that's the trouble, if you don't do it someone else will. Guess you've just got to weigh up what works for you. As someone pointed out above though, if you accept a hotel and have to pay to get there you're as good as paying to work, and who wants to do that!

      It's difficult to stick by your guns, especially in times of a low bank account, but I like to think it'll pay off in the long run.

  13. by Donna on November 9, 2015  7:43 pm Reply

    Great article, Vicky. I agree with all you have written. Some brands and PRs value bloggers enough to want to work with us but not enough to want to pay us which is both immoral and disrespectful. I always think if they've contacted a blogger in the first place then they've seen some value in what that blogger can offer and monetary value should be offered in return.

    Love this article and will be directing any PR's or brands who think it's fair to ask bloggers to work for free. Sadly, it's not just bloggers who are expected to work for free, but often just writers in general...all for the magic 'E' word. It's good to see bloggers and writers starting to realise their worth and being prepared to stand up for it.

    • by Vicky on November 10, 2015  10:48 pm Reply

      Hey Donna, yeah you're right. I think it extends to anyone in the creative world too – I know designers and artists who are expected to do the same. We need to stamp it out, but it will need us all to be in it together to get anywhere I think. I agree that if they're approaching us, they need to compensate us for our time fairly. I'm also just going to reply with a link to this next time someone wants to exploit me and my work.

  14. by raphael zoren on November 9, 2015  10:52 pm Reply

    I wouldn't really compare print circulation vs online pageviews (in comparison, Lonely Planet has 700K+ monthly online pageviews even though its print circulation is about 40K+) but other than that, I 100% agree that advertisers should be aware that Bloggers are Publishers that *should* charge companies for content creation + the sharing of said content to the Bloggers' audience.

    Sadly, this isn't the case and there's many shady companies hiring Bloggers for freelance writing for the company's websites and then demanding the Bloggers to link to said content in their blogs and promote it non-stop on Social Media (which is essentially Marketing and should be charged too).

    • by Vicky on November 10, 2015  10:52 pm Reply

      You're right in your first point, they are different, but I just wanted it as a benchmark to show the difference. And yep, agree with your other points too. I hate it when companies add more terms and conditions after the initial agreement. Especially because they're taking advantage of new bloggers who don't realise what this means for their blog and integrity.

  15. by Helen on November 9, 2015  11:46 pm Reply

    Vicky this is amazing! Thanks for putting this together. xxxxxxxxxxxxx

    • by Vicky on November 10, 2015  10:52 pm Reply

      Thanks Helen – no worries, glad you like it! x

  16. by Shivya Nath on November 10, 2015  12:46 am Reply

    Wow, those are some mind boggling numbers for magazine advertising! I don't agree about doing free work for exposure for big names like LP / NGT however - they are the ones who well afford to pay. Anyway, this is really an amazing post Vicky, and a much needed reminder to all of us.

    • by Vicky on November 10, 2015  10:54 pm Reply

      You're right Shivya, they should pay. And that's the corner that companies have you in and the control they have over well-meaning wannabe travel writers and bloggers. You see a cool, established name like those guys and just want to be involved. Big companies know this and can use their name and audience to get you to do what they want. It's happened to me!

  17. by Megan on November 10, 2015  6:11 am Reply

    I love this. You've absolutely nailed it! I would also add the offers of a flight and accommodation to a resort in return for you to write about them, add images, links, provide social media updates, because they know how active you are... and surely you'd be dying to stay there (on your own). I've passed this post onto the PR who contacted me :)

    • by Vicky on November 10, 2015  10:55 pm Reply

      Glad you like it Megan, thanks for passing it on. Might have dug myself a hole here, but, whatever!

  18. by Gemma on November 10, 2015  7:04 am Reply

    What an interesting insight into the world of magazines v blogs. It's funny because I just volunteered at Van Fashion Week and there were so many girls (mostly girls, about three guys) giving up their free time to get a foot in the door. It's pretty terrifying if you look at how much unpaid time is given up for experience and exposure. Here's to value!

  19. by Chris on November 10, 2015  7:18 am Reply

    some interesting stats in there Vicky and I HATE it when people ask for shit for free or low ball.
    That being said if I can see why people would be cheeky enough to ask...if you don't ask you don't get!haha!

    I dont dismiss everyone that pops up in my inbox but I think it's all about the upsell from a blogger perspective. I recently had an email for running a free contest...quick Skype meeting and some emails later and it turned into a 3 month photography contract doing product images.

    ...again if you don't ask you'll never know!haha!

    • by Vicky on November 10, 2015  10:56 pm Reply

      Yeah that's the attitude Chris. If you can turn the initial freebie finder into some actual business you're a pro! Good on ya!

  20. by Tamason on November 10, 2015  10:34 am Reply

    It finally seems like bloggers are beginning to realise that we can command more than a 'freebie' for our time which is fantastic. After recently attending WTM in London and listening to a talk by Keith Jenkins and the team at iambassador I believe that there are more brands out there willing to seriously comepnsate us for our time. Of course, there will always be people that will take the free exposure and don't get me wrong if National Geo ever come knocking on my door I will not say no but we do need to consider the impact doing 'freebies' has on our industry as a whole.

    • by Vicky on November 10, 2015  11:00 pm Reply

      Agreed Tamason. It's all about weighing up the offer against your goals and how much price you want to put on the discrepancy. I know it's difficult for everyone involved but you need to know your worth!

  21. by Elizabeth @ Rosalilium on November 10, 2015  10:53 am Reply

    Vicky, this awesome! Thank you so much for writing this and all the research.

    I watched the no to free spec video as well and was about to write something very similar on the Blognix website. I think there is a huge amount of work to raise awareness amongst bloggers about this.

    I'm going to share this with the UK blogger group. And if it's ok, can I use a snippet from this to share on Blognix and send them this way. This is most useful!

    • by Vicky on November 10, 2015  11:13 pm Reply

      Yeah, that's fine! Thanks for reading and I'm glad you found it useful :)

  22. by alex walsh on November 10, 2015  11:33 am Reply

    A good and insightful read; a lot of these "get paid" posts I read don't structure the argument anywhere nearly as clearly as you have! Personally I always think if there is "no budget" the agency has done one of three things:

    1) pitched too low for the work- they can get their fee but have limited/no money left over to do the outreach/blogger interaction side of it;
    2) been greedy and assumed that they can keep the whole fee they've quoted by getting some schmucks to do it for nothing;
    3) failed to properly understand how this social media and blogger thing works

    • by Vicky on November 10, 2015  11:14 pm Reply

      Great points there Alex, I'd say they've probably two of those, one being 3!

  23. by Penny on November 10, 2015  11:37 am Reply

    Great post, must have take time and energy to put together, it really needs exploring - well done and thank you. I was preparing for my talk at World Travel Market last week and digging into stats about bloggers working with brands, and my own stats, and it really made me think how much we can offer stats wise, on top of the huge personal endorsement factor which you don't get with a straight ad. I'd really like to see more open discussions about how campaigns work for bloggers and brands.

    • by Vicky on November 10, 2015  11:16 pm Reply

      Me too but I guess bloggers like to keep their cards played close to their chest when it comes to anything to do with money. I was inspired my Monica, Julie and Micheal at WTM who were very honest and insightful about how their businesses work and how much they demand. It's just a minefield out there and all these insightful comments have made writing the post worth it!

  24. by Jenny @ thebrickcastle on November 10, 2015  11:37 am Reply

    Great post. My page views are a fifth of yours, and I get so many of these every day. I used to reply politely to every one. Now I delete the vast majority and move on - even I am bored of spending 3 hours trying to get 'we don't have budget' to something that'll cover more than half a bag of chips each.
    You didn't mention the amazing 'infographic' - that thing which will magically increase a blog's page views purely by it's own existence, and which used up the budget to make. Of course I would be delighted to host such a prestigious and expensive item on my blog - if it were still 1996. It isn't, my 5 year old can make an infographic, and probably so can my Gran. It might be about Minecraft or Fruit Sponge, but it'll be more informative and interesting to my readers than anything I have had from my inbox this last 6 months.

    • by Vicky on November 10, 2015  11:21 pm Reply

      Yes, I'll have to admit I've started to delete as well. There are just too many to go through. I think so many companies are starting to jump on the 'let's work with bloggers' bandwagon, but they're not putting aside a budget. You wouldn't walk up to someone in the street and ask them to promote you for free, so why ask someone who has a blog?!

      And yes, the infamous infographic! How could I have not mentioned that? I like to imagine the office: "how can we get bloggers to link us?" "Let's create the best infographic they've ever seen about something irrelevant – they'll love it!"

      And thus, another infographic is born, and dies miserably a few freebie fishing emails later.

  25. by Amy Hunt (Purely Amy) on November 10, 2015  11:49 am Reply

    So beautifully written, I think a lot of bloggers have been feeling this way for such a long time that it became the 'norm', hopefully..in time it'll become a crazy notion to work for free.
    I'm in the same weird genre of blogging that doesn't get a lot of coverage, I get comments from readers and companies saying how much they love my work, but no paid offers to produce content or give ad space. Guess noones got any money? Hmm!
    Thanks Victoria! :)

    • by Vicky on November 10, 2015  11:23 pm Reply

      Ah thank you Amy :) and thanks for your comment.

  26. by [email protected] on November 10, 2015  12:15 pm Reply

    I keep seeing these emails but one way to stop them is to reply with your rates. That's what I do. I pride myself on the quality of content that goes on my blog so that means I have to start charging for the work that goes into producing the content for sponsored posts. I have a specific rate if they are supplying the images and another if I have to use my pictures. Then I tell them if they and their client are willing to work with that then we can have further discussions.

    Most want a freebie so they don't reply soon after that...hence the only way I have found to stop further time wasting.

    www.itsallbee.com

    • by Vicky on November 10, 2015  11:25 pm Reply

      I do reply, and then they reply with either a $30 offering or asking for a freebie, which is pretty much the same thing. I've started to get a bit tougher and delete them, and block. Could be shooting myself in the foot along the line but I need the time and money now!

      Sounds like you've got a pretty slick operation there. Nice work!

  27. by Mike (NomadicTexan) on November 10, 2015  1:30 pm Reply

    Vicky,
    Your article is spot on. I was at TBDI with Sam Dunhan and the others, when Melvin from Travel dudes gave a speech on the same topic. Sadly not one individual showed from the "industry" to share thoughts. Only bloggers were present.

    As I commented in the breakout, we have to figure out a way to show our value, if we are ever going to to get compensated accordingly. Melvin had a lengthy, but thorough system that does this and I am contemplating going through the process.

    I loved the video on "spec" inquiries. As an industry we need to keep talking about this and become more united in our actions. As long as new bloggers keep trying to gain presence and take anything for exposure, it will remain a challenge. Thanks for bringing it to the forefront again!
    Mike

    • by Vicky on November 10, 2015  11:29 pm Reply

      Yes it's difficult because obviously bloggers want to be paid but the market is so saturated there's always another blogger waiting in the wings to do the work for free. It comes down to the fact that if I don't make some cash somewhere I can't do the job I am so I have to set some standards for my business. If people want to work with me for free I don't want to work with them anyway!

      Yes I've seen Melvin's calculations in a presentation before, I should have a look back over them but I know he wouldn't do anything for free.

      Glad you enjoyed the post Mike – thanks for your thoughts!

  28. by Caroline Lunchbox World on November 10, 2015  3:55 pm Reply

    great article. So the big question is, how to solve this problem? What will move this forwards?

    • by Vicky on November 10, 2015  11:30 pm Reply

      Difficult!

      I'd say vowing to not work for free, supporting each other in that decision and knowing your worth – to keep it short and sweet!

      What do you think?

  29. by Fashion and Frappes on November 10, 2015  4:07 pm Reply

    Very interesting post - can be applied to pretty much an niche of blogging. Another perspective which is not usually mentioned is that if you are writing for free, it may mean someone else is losing out on a paid job which they might desperately need. Why should you care? Because one day it could be your job! Also, I would really not want to be in a world without writers, artists, designers and so on.

    www.fashionandfrappes.com

    • by Vicky on November 10, 2015  11:33 pm Reply

      Very, very good point there. There are so many internship opportunities out there now, basically to get someone in on very little or no pay to fill the gap they don't want to pay for. Sure it happens in every industry now. We've got to get together against it!

  30. by Fiona on November 10, 2015  4:46 pm Reply

    YES, YES, YES. Love this post. You just expressed the exact thoughts I couldn't initially put into words (not as well as this anyway). Fantastic post Vicky. Thank you.

    x

    • by Vicky on November 10, 2015  11:35 pm Reply

      Thanks Fiona. Happy to hear you enjoyed it, hope it helps!

  31. by Soumya Nambiar on November 10, 2015  6:20 pm Reply

    My site is relatively new and I have started receiving emails like this. I have absolutely no idea what to do. I don't need the money but should I take such free work if it is a good site?

    • by Vicky on November 10, 2015  11:36 pm Reply

      Hi Soumya, it's totally up to you! It depends if you're happy with your blog as it is or you think that doing this will get you more readers or followers. Weigh up what's in it for you and whether you actually want that and then decide.

  32. by Karen on November 10, 2015  6:49 pm Reply

    Fantastic post. One to bookmark and send back in reply to a "freebie"!!

    • by Vicky on November 10, 2015  11:38 pm Reply

      Thanks Karen. Yep, one of the reasons I wrote it!

  33. by Wave to Mummy on November 10, 2015  7:27 pm Reply

    This is such a useful post! I've got a relatively small blog and in a different genre (family lifestyle) but I get a fair few of these emails too. I appreciate that there are budgets and all, but like you said, if they don't have a budget for buying an ad when they essentially want one, they are doing pretty poorly themselves. Anyway, I shall share this post and now off to check circulations in the parenting/family magazines for comparison :)

    • by Vicky on November 10, 2015  11:38 pm Reply

      Ha, let us know what you find. It's fascinating research!

  34. by Nisha on November 10, 2015  8:59 pm Reply

    Vicky, What an interesting insight into the world of magazines v blogs. Such an honest post and I found myself nodding in agreement. It's reality and it hits us hard.

    As long as bloggers are ready to work free for exposures, it will be a challenge to change the scenario. I am from India, here blogging is still evolving and almost everybody is okay to work for free. One reason is, most of them have a day job so even if they get a small gift, a free app or a goodie bag, it's a bonus for them.

    I am going to send it to people who ask me to work for free. Thanks again.

    • by Vicky on November 10, 2015  11:40 pm Reply

      Nisha, that's what I was like when I started too. I'd do anything for a freebie because I didn't realise the repercussions. Again it depends on what kind of a blogger you are. I've had my blog for almost four years but didn't start taking it seriously until two years ago, before that I was happy with a freebie. Things have changed!


      Thanks for sharing :)

  35. by Steve on November 10, 2015  9:55 pm Reply

    This article is perfect - I blog about health and fitness and can assure you that ALL of the issues you've raised happen in my part of the blogging world too!

    I think I'll just copy this link and paste it to any PR company who expects to use my expertise or audience for free.

    Oh, I also hope PR's who try these tactics are reading this article and now understand how frustrating it is to bloggers.

    • by Vicky on November 18, 2015  10:42 am Reply

      Yeah same. I guess it’s just the industry, both sides circling the other to see what they can negotiate for free. I like the analogy. As soon as you replace ‘blog post’ or ‘blogger’ with something from another industry you realise how ridiculous the request sounds. I love the video above because it just highlights the fact. Yep, feel free to send out the link, I’m doing the same!

  36. by Georgina on November 11, 2015  12:47 pm Reply

    I'm going to send this post back to people who expect me to work for 'exposure' now. Great, well researched post!

    • by Vicky on November 18, 2015  10:43 am Reply

      Thanks Georgina!

  37. by Tisha Berg on November 11, 2015  2:06 pm Reply

    Hi Vicky,

    I cannot tell you how much reading your blog (this post and several others) has inspired me today. I started blogging about 6 years ago and when I first started out, I had absolutely no clue about what I was doing or even what I wanted my blog to focus on. I changed/mixed/started over various themes in the first 2 or 3 years, before finally just dropping it altogether out of frustration. I've been back at it now for about 6 months, but it's been slow-going starting all over again and trying to build up traffic and readership (a LOT has changed in the last couple of years!). Even with my paltry numbers, I get a lot of requests for freebies, and it's sometimes hard to turn stuff down because it's something fun I know my kids would like. But the amount of work involved after the fact always has me regretting saying yes to "free product" work. Your post was quite eye-opening and is the last push I needed to vow against taking any more unpaid work! I'ts time I started treating my work and my blog like the business it is.

    On another note, I've known for a while that I wanted to focus on travel blogging, but as a mom blogger without much experience or content in that area, I felt a bit intimidated. I've slowly been adding some travel-related posts and joining travel groups and the more I read, the more I feel I'm going in the right direction. Thanks for the inspiration, it was a good way to start my morning! :-)

    • by Vicky on November 18, 2015  10:43 am Reply

      Hi Tisha, so, so happy to hear I inspired you! Six years is a long time to be blogging – I’d say every little thing must’ve changed! Congratulation on getting back into it though. You’ve hit the nail on the head there with the ‘free’ products. They’re not free and always require some kind of work that goes into promoting them and crafting your blog post. I have a minimum requirement for all product reviews now and assess whether my readers would actually want to hear about them and whether I’d buy it. I’ve done some crappy giveaways in the past but it’s all part of the learning curve.

      Good luck with the travel blogging – there’s loads of advice in my Travel Blogger High series here if you’re looking for more inspiration!

  38. by Angelica on November 11, 2015  2:54 pm Reply

    Nodding the entire time! I just got re-approached by a PR firm to share their contest with my readers. I had done so once for free about 6 months ago because it was a contest that was relevant to me and so many of my friends (was for engaged couples to enter to win a honeymoon in a destination of my niche). I would have shared it anyway and they didn't ask me for more than that although they had "no budget" then to offer more. The second time around, I respond with a precise option of how we can collaborate. Crickets! no response at all. Some people are just looking to take advantage. If you remembered me from 6 months ago, then present me with a real way to work together.

    P.S. Cannot believe how much those magazines charge for ads!

    • by Vicky on November 18, 2015  10:43 am Reply

      Hey Angelica, yep, sounds pretty standard. As has been highlighted in a few comments both on here and in the Facebook groups this has been posted in, it can be difficult to distinguish between PR and advertising, But also, whether the old models that worked in traditional media work with bloggers. It’s such a contentious and complicated subject I’m loving reading everyone’s comments about it. Yeah the prices are pretty crazy compared to what us bloggers get!

  39. by Emily Luxton on November 11, 2015  3:46 pm Reply

    People asking me to work for free are the bane of my life. I get a few requests every day at least - and the worst thing is no one is upfront about it straight away. So I take the time to reply to an email, only to be told "oh we don't have a budget for that".

    Someone gave a really good analogy recently. It's like going into a shop, picking up a chocolate bar, and telling the shop owner - "I can't give you any money for this chocolate bar, but I'll tell everyone I know that I bought it here so you'll get tons of exposure". Although, in the case of most brands it's more like "I'll open my window at 3am while everyone is asleep and quietly whisper about where I bought my chocolate bar".

    Ok, I'm no where near the Lonely Planet circulation figures yet, but my audience is still pretty good. Good enough for an advertiser to want to advertise on my site. So.... pay for the ad! Seriously!

    Haha, rant over. I'm so going to start sending people the link to this post instead of replying ;)

    • by Vicky on November 18, 2015  10:44 am Reply

      Yeah same. I guess it’s just the industry, both sides circling the other to see what they can negotiate for free. I like the analogy. As soon as you replace ‘blog post’ or ‘blogger’ with something from another industry you realise how ridiculous the request sounds. I love the video above because it just highlights the fact. Yep, feel free to send out the link, I’m doing the same!

  40. by Shandos @ Travelnuity on November 12, 2015  4:37 am Reply

    Thanks for the interesting article! I'm a fairly new blogger, so it's tempting to jump onto everything possible to get exposure, but I've realised that it's not in my best interests (or the interests of travel bloggers in general) to always do that. Would love to get the point where I'm receiving lots of emails like that though!

    • by Vicky on November 18, 2015  10:41 am Reply

      Hi Shandos,

      Thanks for your comment. Be careful what you wish for! I always feel bad not replying and so they take up a lot of my time to try and identify the opportunities. Working for ‘experience’ is important at the start of your career – I did it in journalism and in blogging – but there comes a time when you really need to start realising your worth. It’s a fine line!

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  42. by Dean on November 13, 2015  11:18 pm Reply

    This is a great read Vicky. I have only been blogging for a couple of months now and was thinking that any exposure was good exposure. You have made me rethink that and now I will be considering the longer term benefits before rushing in to accept any offer.

    • by Vicky on November 18, 2015  10:39 am Reply

      Hey Dean,

      As a start up blogger there are lots of opportunities to get your name out there. As I said in the article you just need to weigh up if they’re worth it. There’s definitely a fine line between getting to cocky and being a diva, and knowing your worth. Difficult for everyone!

  43. by Emma Hart | Paper Planes and Caramel Waffles on November 16, 2015  8:09 pm Reply

    What an awesome post Vicky! So well researched and thoroughly written! It's so good to see that you and a few other people are really bringing this topic into the mainstream and hopefully it will make companies stand up and pay for a blogger's worth!

  44. by dannielle | While I'm Young and Skinny on November 16, 2015  8:56 pm Reply

    Thank you so much for writing this. It's time the blogging industry stood up for ourselves. "I’ll bet I’m a smaller start up than them!" - I'm gonna use this!

    I'm going to link to this post in something I'm writing about the value of working with bloggers, I hope that's okay. I don't expect a share, just think this is a great resource for people! :)

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  46. by Abhishek Traveling with MS) on November 24, 2015  11:20 am Reply

    Thank you vicky - great post & nailing all the very issues in the right spot. It's a never ending story of the exposure travel bloggers can give to a destination & pr firms / DMO just don't get it - I write about my disability with MS & many times journeys can be difficult with my medical conditions - organisation just don't get it & that's the whole point about accessible travel is to get the right story forward. Thank you for this post. Best A

  47. by Karen Padilla on November 24, 2015  7:25 pm Reply

    I gained a lot of insight into the world of blogging and getting paid for it versus not. I have spent the last 10 months building my travel blog and linking it to my Facebook page. I put off sending my travel articles to publishers to get exposure on social media. Satisfying in the way watching your garden grow is satisfying. Dissatisfying in the way that I put a lot of time and some money into it without a monetary return. Along the way, I got some freebies and a bunch of travel expenses. But I did stick to my original plan so I gave myself and "A" for being persistent. I decided this week to go for the print publications, but post my articles on my blog site after they have been published. I will do more research on monetizing my website without selling myself short. Just last week I had my first request from someone who wanted do a guest post on my site in exchange for being able to put a few links to her page. Ding, Ding went the little bell in my head. Let's see - She said she was a long time follower, she loved my blog, blah, blah. I looked at her site. Not a single post about travel only posts about glitz and glamour. I may be new, but I didn't just fall off the turnip truck. That would be: Dear Ms Professional writer: I'm not currently accepting guest posts, but should you actually read the subject of my posts and improve on spelling my name correctly I may think about it far in the future. Thanks, Vicki, for this great blog. The link was sent to me by a fellow travel writer. He'll probably want to get paid. Not.

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  49. by Jakob Gibbons on December 3, 2015  9:50 pm Reply

    Thanks for writing this and sharing your thoughts on it with a good degree of nuance. When I first started reading this I thought it was gonna be a monologue on why you should nevar evar do any kind of work for free and I was a bit skeptical, but yeah, I totally agree with your reasoning and your breakdown of when you should and shouldn't give it a chance.

    I feel like I have a bit of a different perspective on this as someone who's more of a freelance writer first and only slowly trying to build up my blog into some passive income as a second priority, my priorities and frame of reference are a bit different. Anytime someone has asked me to "just write a few words" on whatever or something like that, my mental reflex is to lol and delete. I'm not sure how full-time travel bloggers navigate this question of how much your time is worth, but I'm used to thinking in per-word rates, so when you ask me to write something, which is actually *literally* the way I earn money to just like survive and eat and pay my bills, I'm just sitting here with a face like one of these guys from the video: what the hell is wrong with you that you think I'm going to do my profession for free for you? Lol, fuck off.

    But then on the blogger side of my brain I do spend a lot of time thinking about how I can get my blog out there, and stuff like guest posting is cool, but there's a line. You explained that line really well here I think, and inspired me to send a (very polite version) of one of those "lol, fuck off" emails tonight, so thanks :-)

    • by Vicky on December 6, 2015  10:44 pm Reply

      Hi Jakob, thanks for your comment, and I'm happy to read you thought my article was thought out. I try! I still find it difficult to decide what's worth pursuing for free and what to delete from my inbox. In fact I have someone now where I'm trying to work out whether the potential original 'work for exposure' could lead to more down the line. I guess as we all get more practised in this world of blogging we'll find out what we're comfortable with doing, and what we don't want to do. It's all a learning curve for everyone I think.

      Glad I could be an inspiration, from now on I will call them 'lol fuck off' emails, I like that :).

  50. by Oli Monks on March 16, 2016  3:46 pm Reply

    Hi Vicky,
    Thanks for this, really enjoyable read. I'm from the "other side of the fence", with our travel startup (don't worry it's not that app!, so it's been great to get such an insight into how it actually works and what is appealing for a travel blogger.

    I have a quick question if that's okay, we were planning to offer travel bloggers an affiliate proposition, so not just a "free product/exposure" bit but where there is at least a genuine chance that you will then in return continue to be repaid from it. Is a proposition like that an attractive one or would fit into the "lol fuck off" category.

    Thanks again, Oli

    • by Vicky on March 20, 2016  6:50 pm Reply

      Ha, errm it would depend on how aligned it is with what you're selling. I get quite a few random requests for working on an affiliate basis that have no relevance – I'd have to actually have a chance at selling the product to say yes, otherwise you've just got a free link and I didn't get anything!

      • by Oli Monks on March 27, 2016  12:29 am Reply

        Haha that makes complete sense, thank you! Have a great Easter!

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  52. by Paul on January 6, 2017  1:41 pm Reply

    Hi Vicky,

    I found this article via Twitter and I have to say I've noticed loads of this over the past year. I totally agree with Steve above when he says about copying and pasting this article to agencies who expect you to work for free.

    Happy New Year to you and all the best for 2017!

    Paul

    • by Vicky on January 7, 2017  3:56 pm Reply

      Hi Paul, thanks for checking the article out and reading. I think people are starting to realise they're going to have to pay to work with people now, but I do still get the old 'promise of exposure' card now and then. Yeah, I've totally directed people to this article. Feel free to do the same :).

      Happy New Year to you too, and I hope it's a great one.

      Vicky

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