Why publish on the web? It's not all about the money

Well, as usual Seth Godin has good things to say in his blog. Today's entry Monetize this talks about the seemingly-universal desire to try and profit from what you're doing. This is especially true with the Internet, it seems. In my own book — which I admit is about monetizing stuff you do! — I look at the motivations that cause people to publish on the Web. It's not just the money that motivates them. I call the motivations the “Four F's”: fame, fortune, fun and philanthropy. Below is the extract from Chapter 3 of the book that discusses these motivations in more detail.

Why Publish on the Web?

We all sipped our coffees while the two of them
considered my question. Anita was the first to answer. "They
want to help others?" she asked.

"Good answer!" I said, smiling. "The
Internet connects computers together, but the Web connects people
together. Remember, the Web started as a way for researchers to help
one another by sharing information. Individuals have always played an
important part in making the Web what it is today.

"Think of all the Web sites built by
individuals or small groups," I continued. "There are many
examples: Fans build sites devoted to favorite musicians or
celebrities; proud parents post family pictures; the sick create
support communities for their illnesses and conditions. Most of these
sites aren't money-making ventures, but their creators devote
substantial time to their upkeep."

"And don't forget blogs," said Anita.

"Blogs are a great example of how individuals
affect the Web," I agreed, "because they're so tied to a
person or a small group of people. But all a blog does is make it
easy to publish on the Web. We still need an answer to why
people create sites and blogs."

"So why do they do it?" Claude asked me.

"In my opinion," I began, "there
are four general motivators for individuals to build a Web presence.
I refer to these as the Four F's: fame, fortune,
philanthropy, and fun. They're not exclusive of one another, but one
is usually more dominant." And with that, I launched into
explanations of each of the Four F's.

Fame

Fame has always motivated a certain segment of the
population. In this context, fame means being well known and
respected within a certain group. Stef has achieved a small degree of
fame by creating a blog about herself that anyone could read. From
what Claude and Anita told me, her blog was a popular read among her
college peers. I was sure that Stef was pleased to know she was
making an impact with her writings.

Stef's far from unique in her desire to influence
others and gain their respect. Within any given community, there are
always people who are more knowledgeable or more skilled than others.
Many of these take great pleasure in being asked for their opinions
and advice. What's different with the Web and the Internet is that
these communities can be spread all across the world. Before,
celebrity was usually confined to a small geographic area, with only
a small group of people—actors, politicians, musicians—able
to achieve celebrity on a larger scale.

Fame can also bring danger, though, as many
celebrities have discovered, to their dismay. Anita worries that
Stef's blog might make her a target for stalkers. There are measures
Stef can take to protect her privacy, but the downside of celebrity
is that public exposure can make privacy much harder to achieve.

Fortune

Fortune is the classic motivator. Claude wants to
make money and he makes no bones about it. The money is what's
motivating him to create a Web presence.

Money is an extremely strong motivator. It was the
driving force behind the explosive growth of the Internet in the late
1990s. Even today, the Internet is seen as the likeliest way to gain
significant wealth in a short time. If you dream of being rich, the
Internet is very seductive.

It's important to realize that there's a
difference between making money and becoming wealthy, though.
Claude's goals are modest and realistic, as yours should be.

Philanthropy

Philanthropy is a motivator that shows up in the
most unexpected places, from the most unexpected people. Take Anita
as an example. As a busy young mother in a household where money is
tight, you'd think money would be her prime motivator. But it's
not—she wants to do something that helps others. She just can't
afford to spend a lot of money doing it, which is why the AdSense
program appeals to her.

The Web's always been a place for individuals to
rally others around a cause and to promote the greater good. For
some, that cause is the Web itself and the possibilities it provides
for free speech and individual expression. For others, the Web is
merely another tool in the arsenal of public service, a way to reach
more people in more places.

Although I focus on individuals in this book, the
techniques described here can be used by groups and organizations of
all kinds. All it takes is one or two persons willing to put in the
effort on behalf of the group. Even a nonprofit organization can
benefit from having a Web site.

Fun

Fun is the final, and perhaps ultimate, motivator.
It can be just as strong as the other three. There are people who
build Web sites and blogs because they just enjoy doing it. It might
be a learning experience for them. It might be a way to communicate
with others who have like interests. It's a fun way to spend some
time and develop some skills, no different than any other hobby.

Understanding Your Motivations

Which of the Four F's motivates you the most? The
primary motivation is definitely going to influence what to expect
from your site or blog. If you're interested in making money, for
example, you'll want to choose a topic whose keywords have high
pay-per-click fees—but be prepared to face some stiff
competition from other sites chasing those same rewards. If fame is
what drives you, realize that it won't happen overnight and that it
requires a much higher level of interaction on your part—blogs
are well suited for this. If philanthropy calls to you, you may find
the ad pool for your topic to be very small. If you're doing it
primarily for fun, though, any money you make will just add to the
enjoyment.

Understanding your motivations lets you set
realistic expectations for the amount of money you'll make from your
site. If the ads on your site generate only a few cents per click and
you have few visitors, you won't be making much money. You might not
recoup your Web hosting costs. But you may not care: The fact that
you're earning some money and that there's always the
potential to earn more may be good enough, especially from a
tax viewpoint if you're able to deduct business expenses from your
overall income. (As always, contact a qualified tax professional for
advice on these matters.)

No matter what your motivations are, though, it
really helps to be interested in your site's topic. Ideally,
it's a topic that's already familiar to you, but don't worry if it's
not—being interested in the topic and willing to learn about it
will get you just as far (though not as quickly). But you want the
topic to be interesting because it will make updating the
site more appealing. Your work's not over when the site's unveiled.
You have to keep updating it, because a fresh, current site attracts
more visitors.

This extract from Chapter 3 of Make Easy Money with Google: Using the AdSense Advertising Program is copyright 2005 by Eric Giguere. You can also download the complete chapter from the MakeEasyMoneyWithGoogle.com website.

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