Melbourne-based, but internationally recognised, Fashionising.com enjoys a lazy 10 million unique page views per month. Editor in Chief and Chairman, Daniel P Dykes shares his insight into online promotion.

What advice can you give to brands new to online/blog advertising?

Pick the right publication that has the right audience for you. It's never about size. It's better to advertise on a publication that has 10 readers who fit your brand perfectly and go on to buy something, than on a site with millions of readers who couldn't care less about your brand and will never engage with, or be influenced by you.

How do you determine your rates?

Besides considering what it costs to run and expand Fashionising.com, we consider the advertiser’s expected ROI. Where stores are promoting sales, we lower the rate as we know they are taking a hit on margins, conversely, on other parts of the site where we know engagement is higher, rates scale accordingly.

Ads or sponsored posts – In your experience, which has the most cut through to readers?

I see both ads and sponsored posts as integral to the new media landscape. Ads are fantastic at building brand recognition and driving people to other online spaces. Sponsored posts offer something far better – when placed on the right publication and written by that publication's author, a sponsored post offers unparalleled engagement.

What is the best way for companies to approach you?

Tell us about your brand, what it represents and how you'd like to be involved. This allows our creatives to inform you of the type of advertising you can pursue for the best results.

How did you first approach companies for advertising, or was it vice/versa?

We've always hired people into this position. At the end of the day our core team is made up of writers and photographers. Like an ad team, they're communicators, but we don't want our editorial communicators coming under the direct influence of our advertising partners. We think that's the way old media has too long approached it and it lacks integrity. From the day we launched in Australia, we've hired people into these positions with existing relationships, and we've continued to use that model overseas.

Do you think potential sponsors/advertises have a realistic view of the value of online advertising?

When you advertise online you can find out just about everything about your advert – how many people saw it, who they were, and what they did as a result of seeing the advert. In old media, it's the opposite, just wishy-washy numbers about how many people flicked through a magazine. Brands need a better understanding of all the options out there and realise it's not about the number of people the ad reached, but the quality of the people it engaged with.

Do you negotiate rates with individual sponsors/advertisers?

We don't negotiate rates at Fashionising.com, but we do negotiate packages. We often put together packages as advertiser want something specific and we work to a desired outcome.

Do you offer a trial period to allow advertisers to ‘test the waters’?

No. Much of the success of an advertising campaign comes down to the message, not the medium, and our advertising team is always willing to help an advertiser craft their message for best cut-though.  As Fashionising.com's base-level advertising is just $100 we don't feel a need for free trials. Our photographers and writers don't work for free, and our advertisers are looking to make money – so it's just part and parcel of the process.

Have you refused any sponsors and why?

We refuse more than we accept. We turn down those we feel aren't right for our readers. As a basic rule, if we wouldn't be seen dead wearing or using the brand's products, then it's a no-no for Fashionising.com.

Who/what is your ideal sponsor/advertiser?

There are a few luxury fashion houses whose ad and PR teams are one and the same. They understand digital, and we can work together to mutual benefit. They're the ideal as they're working on the cutting edge with us.

Stats and Facts

Established:  2007
Views: approximately 10 million unique page views per month
Reader demographic: 77% female / 23% male
Brand associations: Retailers such as Net-A-Porter and Myer, luxury labels such as Gucci, other media titles such as Vogue, and luxury lifestyle brands such as BMW and American Express
Rates: $100 for classified spot and upwards.
Contact: advertising@fashionising.com