| Paul Markham |
04-01-2011 05:12 AM |
How much of the porn industries income relies on retention?
Is this business a one off sale or a continual process of selling to the same people over and over again?
How much do we rely on someone, not canceling or charging back the moment he gets to see the inside of a site, staying a member in the site he signed up to and buying again at another site. Maybe via the site he's in as an upsell or going back to the advertising platforms we use to promote ourselves to customers?
If this business was all about one off sales we would of sunk years ago.
Videos were often bought on the Brand, the customer had bought that brand before and didn't need a lot of persuading to buy it again. We all had a favorite and trusted brands and producers.
Magazines were the same, a big part of their income came from subscriptions. Contrary to what some think buying porn in magazine form wasn't hard in 1995. Get one magazine, like it, sign up for a subscription and they landed on your mat every month. Even videos were sold like that.
Many videos companies advertised in magazines. Built up a mailing list and satisfied customers bought repeatedly and often. Thats how I sold videos from 1988 till 1996. In a country where porn was illegal. Well not in the strict sense of the word, videos had to be "certificated" and mine weren't.
With the Internet many affiliates think it's all about getting a sale. Yet their income, even PPS, relies on retention. They don't earn until the money starts to flow. And flow and flow.
No matter how well they market, there income relies on satisfied customers.
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