(Welcome to the Entertainment Strategy Guy, a newsletter on the entertainment industry and business strategy. I write a weekly Streaming Ratings Report and a bi-weekly strategy column, along with occasional deep dives into other topics, like today’s article. Please subscribe.)
Let me share two anecdotes with you…
- Early on in my writing career, around 2021 or 2022, I wrote an article on TV show flops for another website, and an angry PR representative complained to the editors, asking how they could publish something like that when their streamer was buying so many FYC ads with them. The PR rep attempted to say I got something wrong (which I hadn’t) and tried to cite both award nominations and social media buzz as evidence that their shows were popular. Luckily, the editor of the publication defended me. But still.
- Just a few months ago, I read a footnote in a Substack article that a company had sponsored the newsletter, but the author hadn’t put a single ad in the article about said company. So they just paid the author and expected, what, nothing in return? Seems odd, right? This newsletter in question doesn’t even run ads.
So if you want to know a huge reason why the entertainment industry’s news coverage sucks…well…[gestures at everything].
I’m writing all of this because, well, I’ve got a big announcement:
I’m going to start publishing ads in this newsletter.
I am perfectly aware of the impact this might have on my work. Right now, I’m an independent journalist, and I want to keep it that way. But 50% of entertainment industry journalism revenue comes from advertising, especially FYC (For Your Consideration, or awards) ads. If I want to survive, let alone thrive, I need to play that game as well. Ideally, like Consumer Reports, I could survive just off customer subscriptions, but not enough folks subscribe to make that a reality.
Even with ads, I have to be me. Today, unlike most competing outlets, I want to explain why I’m starting advertising and how I’m going to maintain my journalistic integrity after doing so.
And if you’re an independent/NonDē filmmaker or producer, read to the end to learn how I want to help you.
Let’s dive right in.
Why I’m Adding Advertising
Why sell ads? Because a huuuuuuuuge amount of entertainment industry journalism is funded by ads, mostly FYC advertising.
Right now, this website is entirely supported by paying subscribers, meaning most of you are mooching off the others. (Kidding!) Really, I need both types of support. I need to monetize both free and paying readers.
In addition, advertising to help make up for the money I won’t be earning as a regular columnist at the Ankler, which I wrote about here. This will allow my team and me to, at least, make a median income in Los Angeles. Medium-term, I want to keep growing. Why? There’s so, so much that I want to write about. I have dozens and dozens of topics I could write an article on tomorrow. Advertising means more content for you more regularly.
Why Advertise with the EntStrategyGuy?
If you’re a PR rep and want to reach awards voters, then you should be advertising here. Why? The Entertainment Strategy Guy newsletter is the entertainment industry’s leading data journalism newsletter, with over 28,000 subscribers, a 40% open rate, over 50% Los Angeles/NYC-based readership of mostly industry insiders, and 17K views for every article. This newsletter reaches decision-makers and executives at every level in Hollywood, including C-suite and presidents at all the major studios and streamers.
My newsletter is an untapped market for FYC ads. If you would like to advertise with me, please reach out at adsales [at] entertainmentstrategyguy [dot] com.
How I’ll Stay Independent
My big fear is that advertisements might influence my writing and analysis.
Let me offer a hypothetical: imagine that a streamer came to me and offered me half a million dollars in yearly advertising…could I remain honest about them in my coverage? It’d be very, very tough! And I wouldn’t blame you, dear reader, if you became skeptical of my coverage.
So, how do I combat this? I’m going to try a few things. First off, all advertising will be clearly marked, both with lines and something along the lines of “Today’s Sponsor” or “This Article is Sponsored By…” and then the ad.
It would look something like this…
Today’s Article is Brought to You By…Back to Set
Back To Set is Alliance of Women Directors’ annual gathering dedicated to strengthening the craft, careers, and community of working directors. Open to all genders and levels of experience, the event brings together directors, producers, executives, and creative collaborators for two days of practical workshops, candid conversations, and career-focused networking.
Read more here or sign up here. Use Discount Code bts26esg for $25 off any ticket. Find out about speakers and panels at the end of this email.
(This is a real ad!!!! I chose the Alliance of Women Directors as my first example because they reached out and I can support a good cause. This isn’t actually a paid advertisement, but I’ll be mentioned as a supporter. But this opportunity sounds great, so take advantage of it!)
Next, my “About Page” will include a list of past sponsors. Again, full disclosure is very important to me and sunlight is the greatest disinfectant. Long term, I will create a firewall between the sales team and editorial, but I need to expand my team for that to happen.
I plan on reaching out to non-entertainment media companies about advertising, but I’m far less worried about those conflicts of interest.
Also, I only plan on including, at most, one ad per article. Maybe, in the future, I might add a second ad at the very, very bottom of an article, but that’s it. You don’t have to worry about this newsletter getting suffocated in advertising. Also, I might send some bonus, standalone FYC emails, but I won’t be sending out more than one bonus “FYC” email per week. If that changes in the future, I’ll also be upfront and transparent about that.
I Want to Give Back…If You’re An Indie Producer or NonDē Filmmaker, Sign Up For an Ad
I want to make money, but if I have an open advertising slot on a Thursday/Friday post, and you have an independent film opening up that weekend (especially in New York or Los Angeles), advertise here! For free!
Right now, I have more inventory than I can sell, and I’d love to help support the indie/emerging/FilmStack community. So if you want to reach thousands of entertainment industry professionals, including presidents, CEOs and plenty of development execs, I may have a spot for you.
If you’d like to submit your film, reach out to adsales [at] entertainmentstrategyguy [dot] com. I’ll try to verify your film’s indie status and add you to the calendar.
Today’s Article is Brought to You By…Back to Set
BACK TO SET is Alliance of Women Directors’ annual gathering dedicated to strengthening the craft, careers, and community of working directors. Open to all genders and levels of experience, the event brings together directors, producers, executives, and creative collaborators for two days of practical workshops, candid conversations, and career-focused networking.
This year’s keynote speakers include:
- Paul Feig (Bridesmaids, Spy, A Simple Favor)
- Reed Morano (The Handmaid’s Tale, Meadowland, I Think We’re Alone Now)
- Katie Aselton (The Freebie, Mack & Rita, The League)
Additional featured speakers and panelists include:
- Olivia Newman (Remarkably Bright Creatures, Where the Crawdads Sing)
- Jennifer Phang (The Boys)
- Beth de Araújo (Josephine)
- Greta Zozula (Josephine)
- Alexis Ostrander (Interview with the Vampire)
- Rachel Raimist (Elsbeth)
- Karen Bailey, EVP Original Programming & Head of Production, STARZ
- Odetta Watkins, Head of Drama Series, Amazon MGM Studios
- Executives and creatives from Mandalay Pictures, HOORAE, DramaBox, Reel Short, and more.
Topics include:
- Directing for film, television, and vertical storytelling
- Building visual language with cinematographers
- Live Mock Casting
- Episodic television preparation
- Action and stunt directing
- Independent film financing and production
- AI, virtual production, and emerging filmmaking technologies
Read more here or sign up here. Use Discount Code bts26esg for $25 off any ticket.
