Publishers Not Content With A4UAward Publisher Nominations?
One thing the A4UAwards throws up each year is a bit of discontent and discussion regarding the nominations (actually it’s throws up discontent and discussion about the type of awards, the voting process, the nominations, the winners etc etc so should it’s not really a surprise). There are though one or two surprises in each category, but it’s the Publisher of the Year award that has sparked the most amount of debate on Affiliates4U and on various blogs including Moose on the Loose and 3WDL.
First off, well done to the nominations for Publisher of the Year 2008, who are: Click Angel, Net Media Planet, Quidco, Spear, UK Web Media, eConversions.
The group apparently comprises 5 PPC affiliates and one cashback site. There’s no place for what many affiliates would regard as a pure “content affiliate” – but is that really a surprise? We all know good, honest, hardworking content affiliates, but that often doesn’t stand out in a world of money making for networks and merchants alike. For example, Loquax is a content site, but it’s built primarily to earn it’s owners a living and then for it’s users – in terms of revenue generation it would barely get on radar compared to the nominations.
Now if we assume that the nomination process is made with a “these guys earn a fair bit of wedge we’ll vote for them” attitude, then it’s inevitable that content affiliates are going to struggle to secure sufficient nominations. In fact, I’d suggest that it was impossible for ‘old school’ style affiliates to ever pique enough interest amongst sufficient numbers of merchants, networks and agencies to get noticed above the PPCers, however they earn their corn, and the UK’s biggest cashback site.
The nominations possibly reflect affiliate marketing as it currently stands in 2008!
Perhaps for 2009, things will be different?
For example, Matt & the A4UAwards Gang could change the blurb for the nomination process?
For 2008 the information offered was simply “You are invited to nominate who you feel deserves this prestigious title in 2008. The top 5 will go through to a final round of multiple choice voting before the winner is announced at the a4uAwards ceremony” – perhaps including additional advice like “consider all your affiliates not just those who have earnt the most commissions. Think about how an affiliate has added value to your brand and added innovation to generate sales” may help?
Alternatively there could be “Best Publisher (Content)”, “Best Publisher (PPC)”, “Best Publisher (Cashback)” etc, however this could get confusing. By 2015 there could even be “Best Publisher (with Latin Name Beginning with L and ending in X combining Use of Aquatic Bird in Logo”) – at least I might have a chance with that one!
Just out of interest, are there any merchants, agencies or networks willing to reveal their choice of nomination and why?