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5 Reasons To Turn DOWN An Advertiser

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by David Garland in David's Blog, Interviews & Guests

Is there ever a good reason to turn down an advertiser?

Picture this. Someone is ready to write you a BIG fat check for advertising. Maybe it is for your website or blog. But you just don’t have a good feeling about it. Would you ever turn it down?

We have had to. Why because I care about our community more than anything and relationships.

Here are a few reasons why…

5 Reasons To Turn Down An Advertiser:

1. Bad Fit With Your Audience: It has to just make sense.

2. You Can’t Help Them: You have to be honest with yourself. A long term relationship is the real benefit as opposed to the quick buck even if you know you can’t help them.

3. Sketchy: If you get a weird “ewwwww” feeling (“work from home” or whatever is not in line with your values), it isn’t worth the money. Remember advertising reflects you AND your community.

4. Personality Match-up: Make sure the advertiser KNOWS your personality and the personality of your website and vice-versa. If it doesn’t align, it will always be push & pull.

5. Not something you do use, would use or trust. If not, why would you promote it to people that trust you?

You Weighed In On Twitter & Facebook:

(And of course feel free to jump in on the comments as I’m sure I missed a few points and the whole community would benefit from your genius!)

Via Twitter:

BennyShaviv: absolutely yes, there are VERY good reasons to turn down advertisers. Who you advertise is very big part of your image.

BetterBizIdeas – Decline advertiser if message doesn’t match audience (classic example = adult industry)

magalogguy – An ad that conflicts with your image or causes people to question your authenticity is something to walk (run?) away from

reverendro yes if I don’t believe in their product or if I have moral conflicts with their product.

mikemonty I’d turn down an advrtsr if their prduct or service wasn’t congruent with my content. I want to provide value, not sell out

mattmetten If they aren’t trusted/approved by me, I won’t allow them. It directly reflects on me, my value, my trustworthiness.

mandeewidrick I have high standards, I guess. If it’s not something I feel parents would want their kids pursuing, I don’t want it.

msindefatigable Yes, I would say no to an advertiser if there was a moral or ethical conflict involved. Just not worth compromising.

StyleStruck of course, if the advertiser’s product/company does not align with your goals/morals, it’s a no-go

(GREAT QUOTE HERE) Aboundlessworld Yes.. if the ad’s appear scammy.. or if I don’t think the product would genuinely help my readers. Trust first money 2nd.

mandeewidrick I would turn down an advertiser if I didn’t feel the content was appropriate for my family-based magazine.

gracerodriguez Many of the mommy bloggers at @mom2summit said they turned down advertisers who didn’t “get” their blog’s tone or audience.

ErikEitel Possibly. If the advertisement doesn’t match the companies values.

jessandco Would not if the advertiser was not in tune or beneficial to my niche customers.

msindefatigable I have ethics and morals that would limit the scope of the advertisers that I would allow on my site.

Via Facebook:

Karen S Hoffman: Would not accept a sponsors/advertiser if it violated a value. Case in point. I used to publish a sports magazine. Would not accept strip clubs or cigarette (sp) advertisers. While adults read our magazine, kids did too. And cigarettes (sp) are just hard for me with family members lost to lung cancer from smoking. Values. Have a great lunch & learn! (Thanks, Karen…it was great!)

Peter Wheeler: Rarely do you ever encounter an advertiser that is not relevant to or related to the site, so I don’t see how anything can be violated. We don’t do media buys for tobacco on Nickelodeon, or Liquor on an AA forum – that’s just bad business, and a low-conversion burning of a budget. Conflict of interest is usually the only reason to avoid a *quality* advertiser.In the end, you need to weight out if it is your baby, or your business. Don’t sell out your morals, ever, just don’t fold for nothing.

Jennifer Palmer Sansone: you have to trust in your values…the all-mighty dollar isn’t everything.

Eric Mieles: Yes, because I would only want to affiliate myself with products and services that represent what I stand for and my community can utilize to be better at what they do.

Joel Libiva: If I feel that it’s not appropriate for my audience would be one reason. The other one is if after I tell them that the link to them will be a “no-follow” one, they hesitate.

Louis Epstein: (Note: My future brother-in-law) List of businesses I would accept: 1. Strip clubs. 2. The Casino Queen 3. Dry cleaners 4. Liquor stores 5. Schnucks 6. Reliance Automotive 7. Camp Taum Sauk 8. JCCA 9. El Maguey List of businesses I would not accept: 1. Church organizations 2. Harrah’s 3. Dierbergs 4. Autozone 5. Bally’s 6. Qdoba. That’s all for now.

Cesar G Abueg Jr: Depends on the website, if I’m promoting myself and my company’s services, absolutely not. But if its like a venture blog, and traffic is key, absolutely, but will be picky who I choose. I like your approach David, you promote what you like and you test them out to give your viewers a real testimonial.

To add to that, it doesn’t produce credibility or confidence, when you go to a site, where you want to purchase a service or product, and there are Ads on it. What’s up with that? Are they that desperate to make additional income, that they have to show their competitor ads on there. Its like walking into an Apple store, and seeing PC ads on their walls. Who are you promoting yourself, or your competitor?

Mark Witzling: Say ‘No” to advertisers that promote offensive content, those who have been slo-pay in the past, those that want to negotiate price below your threshold, pop-ups, and consider rejecting ads that are highly irrelevant for your audience (which might confuse your audience). Very few media sites reject ads based on the creative, but I wish more would reject bad/ugly ads.

John Denham Jr: This is not a one size fits all scenario…discernment would/should be utilized.

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  1. SoozyPR says:

    It did help despite the fact that the writer appears to have no knowledge of grammar or punctuation.

  2. curious in Indiana says:

    how can you turn down an ad? Wouldn’t that be a refusal of service and discrimination?

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