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From what reddit’s admins have stated, Condé Nast has been unwilling to let reddit undercut its other properties on ad rates—they want reddit to be a “premium b

From what reddit’s admins have stated, Condé Nast has been unwilling to let reddit undercut its other properties on ad rates—they want reddit to be a “premium brand,” like the New Yorker or Vogue. Anyone who’s waded through the typical morass of racism, sexism, and other cluelessness and juvenilia on reddit knows how hopeless this vision is. Compounding the problem, redditors also like to fancy themselves a premium audience—no joke—so even if Condé were willing to let reddit run the caliber of ads that keep sites like 4chan afloat, reddit would face a massive user revolt. It’s an unenviable situation, but that’s what happens when you attract an audience as socially, intellectually, and demographically unappealing as reddit’s.

shabda 16y ago
Demographics, http://www.quantcast.com/reddit.com#demographics http://www.quantcast.com/reddit.com#demographics 45% Female Affluance level relative to US internet: 114/100 "There is a high index of Graduates and Post Graduates here." 31% household income > 100K https://www.google.com/adplanner/site_profile?#siteDetails?identifier=reddit.com&geo=US&trait_type=1&lp=false https://www.google.com/adplanner/site_profile?#siteDetails?i... Female: 24% 31% Household income > 75K Bachelor's degree or more: 53% Yeah this demographic is so unappealing.
- SnydenBitchy 16y ago
  First, reddit’s own admins have called out these statistics as inaccurate (even the numbers you’ve cited wildly contradict each other). Secondly, and more importantly, have you seen the kind of content that always floats to the front page? Advertisers willing to associate themselves with content like this discussion (http://www.reddit.com/r/pics/comments/du2sa/wow_she_is_hot_wait_wtf/?sort=top http://www.reddit.com/r/pics/comments/du2sa/wow_she_is_hot_w...) and this submission (http://www.reddit.com/r/funny/comments/d6y0n/once_you_go_black_pic/ http://www.reddit.com/r/funny/comments/d6y0n/once_you_go_bla...) are not typically the kind that pay premium rates. I know reddit likes to think of itself as a community of intellectuals and sophisticates, but this self-image has little basis in reality, and every would-be advertiser looking at the site knows it.
  - shabda 16y ago
    > even the numbers you’ve cited wildly contradict each other The idea of those two separate was that while they both contradict each other, they both prove the premiumness of reddit demographic. > First, reddit’s own admins have called out these statistics as inaccurate Link please. You gave an unsubstantiated claim that Reddit demographic is unattractive to advertisers, which are proven to be wrong by two most widely used site demographic markers. Showing two links which are hate speech, racism or worse etc don't prove that the demographic is not advertising friendly. > I know reddit likes to think of itself as a community of intellectuals and sophisticates ... Reddit doesn't need to be intellectual to command premium rates. If > 30% of its audience makes > 75K/yr, it has premium ad inventory. Have you seen Icanhascheeseburger's ad rates? :)
    - SnydenBitchy 16y ago
      Link, as requested: http://blog.reddit.com/2010/07/experts-misunderestimate-our-traffic.html http://blog.reddit.com/2010/07/experts-misunderestimate-our-... I would just add that reddit’s difficulties selling its ad space—they’ve had to resort to serving Flash games and pretty pictures just to fill the advertising frame, though they spin this e.g. “Instead of an ad, here’s a flower/Just our way of saying thanks”—speak volumes about reddit’s ability to appeal to sponsors of the sort sought by Condé Nast.
      - v21 16y ago
        They definitely have problems getting enough quality advertisers, but that may have something to do with them not having anyone (until recently?) whose job it is to sell ad space. Vogue does.
    - points 16y ago
      Just look at the recent IE9 debacle. It was an 'ask me anything'. What MS responded with was crappy marketing speak, which would have worked on 'normal' people. Normal people would have swallowed it up. But Reddit did not - ie they are hard to monetize.
- points 16y ago
  Come now. Those stats are pie in the sky. If Quantcast said Reddit was mainly Conservative would you believe it? The community is heavily liberal anti consumerism pro drugs pro adblock college kids.

shabda 16y ago

Demographics, http://www.quantcast.com/reddit.com#demographics http://www.quantcast.com/reddit.com#demographics 45% Female Affluance level relative to US internet: 114/100 "There is a high index of Graduates and Post Graduates here." 31% household income > 100K https://www.google.com/adplanner/site_profile?#siteDetails?identifier=reddit.com&geo=US&trait_type=1&lp=false https://www.google.com/adplanner/site_profile?#siteDetails?i... Female: 24% 31% Household income > 75K Bachelor's degree or more: 53% Yeah this demographic is so unappealing.

SnydenBitchy 16y ago
First, reddit’s own admins have called out these statistics as inaccurate (even the numbers you’ve cited wildly contradict each other). Secondly, and more importantly, have you seen the kind of content that always floats to the front page? Advertisers willing to associate themselves with content like this discussion (http://www.reddit.com/r/pics/comments/du2sa/wow_she_is_hot_wait_wtf/?sort=top http://www.reddit.com/r/pics/comments/du2sa/wow_she_is_hot_w...) and this submission (http://www.reddit.com/r/funny/comments/d6y0n/once_you_go_black_pic/ http://www.reddit.com/r/funny/comments/d6y0n/once_you_go_bla...) are not typically the kind that pay premium rates. I know reddit likes to think of itself as a community of intellectuals and sophisticates, but this self-image has little basis in reality, and every would-be advertiser looking at the site knows it.
- shabda 16y ago
  > even the numbers you’ve cited wildly contradict each other The idea of those two separate was that while they both contradict each other, they both prove the premiumness of reddit demographic. > First, reddit’s own admins have called out these statistics as inaccurate Link please. You gave an unsubstantiated claim that Reddit demographic is unattractive to advertisers, which are proven to be wrong by two most widely used site demographic markers. Showing two links which are hate speech, racism or worse etc don't prove that the demographic is not advertising friendly. > I know reddit likes to think of itself as a community of intellectuals and sophisticates ... Reddit doesn't need to be intellectual to command premium rates. If > 30% of its audience makes > 75K/yr, it has premium ad inventory. Have you seen Icanhascheeseburger's ad rates? :)
  - SnydenBitchy 16y ago
    Link, as requested: http://blog.reddit.com/2010/07/experts-misunderestimate-our-traffic.html http://blog.reddit.com/2010/07/experts-misunderestimate-our-... I would just add that reddit’s difficulties selling its ad space—they’ve had to resort to serving Flash games and pretty pictures just to fill the advertising frame, though they spin this e.g. “Instead of an ad, here’s a flower/Just our way of saying thanks”—speak volumes about reddit’s ability to appeal to sponsors of the sort sought by Condé Nast.
    - v21 16y ago
      They definitely have problems getting enough quality advertisers, but that may have something to do with them not having anyone (until recently?) whose job it is to sell ad space. Vogue does.
  - points 16y ago
    Just look at the recent IE9 debacle. It was an 'ask me anything'. What MS responded with was crappy marketing speak, which would have worked on 'normal' people. Normal people would have swallowed it up. But Reddit did not - ie they are hard to monetize.
points 16y ago
Come now. Those stats are pie in the sky. If Quantcast said Reddit was mainly Conservative would you believe it? The community is heavily liberal anti consumerism pro drugs pro adblock college kids.