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Traffic is Key, as we all know, so how you get it is the issue. Through affiliates or your own 'internal' traffic? I think eventually this issue will become semantic as 'affiliate managers' morph into 'traffic managers' who morph into something else as the industry changes and getting (good) consistent traffic becomes increasingly tricky.
It's all about the traffic so WHO gets it for you, in the end, doesn't really matter as long as it's working for YOUR company.
But more to the point: looking to hire someone, full-time, to either 'manage affiliates' or 'get internal traffic' depends greatly on a program's existing affiliate base and its' current traffic sources. Every program would need to make it's own unique decision, I would imagine?
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