Not Quite Nigella has garnered a loyal following to become one of the top food blogs in Australia. Here, Lorraine Eliott talks with SMK about dealing with brands.

What was the tipping point that made you go full time with your blog?

It was with my husband’s encouragement around December of 2007. I think he saw the potential with the blog and he suggested that I give it a go and when offered a gift that amazing, I had to say yes.

What is your ideal sponsor/advertiser?

Quite simply one whose products I like, and feel happy endorsing!

How did you first approach companies for advertising/sponsorship? Did you feel confident you were getting a good deal?

All advertising and sponsorship has been through companies approaching me. Unfortunately I don’t have the time or resources to approach agencies and companies for sponsorship. A lot of them are still finding the idea of online a bit challenging and I just don't have the time or resources to spend convincing them that it is a viable medium. I wish I did.

My previous job was as an online media strategist, so yes, I had a very clear idea of what I was worth and that I was getting a good deal. It has to work both ways and I don't want blogging or online businesses to be devalued.

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

Sadly, no, for the most part. One reason they devalue it because there is nothing tangible for them to touch. They still want the glossy page to hold. Every online business struggles with this. But there are forward-thinking marketers out there that understand that it's really just being seen where their customer base is and increasingly that's online.

Do you negotiate rates with individual sponsors/advertisers or are rates non-negotiable, and do you offer a ‘trial’ period?

It depends on the level of commitment, if there is long-term commitment then rates are negotiable.

I don't offer free trial periods, but brands can buy a month of advertising and that can help them test the waters.

Have your rates increased with your readership?

Yes they have, although long-term sponsors will always be looked after.

Do sponsors expect immediate returns? How are they measuring their returns? Do you feel pressure to provide ‘returns’ once people sign up?

I think my sponsors are smarter than that and they understand that there is a long-term advantage to be gained from being on Not Quite Nigella. The success of a campaign can also depend on creative aspects and the offer too, but I get good feedback.

In terms of tracking, we are third party ad-server compatible and so advertisers can track the results as deep as they want on their end.

Have you lost any sponsors/advertisers and why? And have you refused any sponsors?

Thankfully I have not lost any sponsors! Advertisers obviously just book for a certain campaign period and most come back when there are new campaigns.

Yes, I have refused sponsors if they don't fit my readership or image.

Facts and Stats

Established: 2007
Views: 160,000 unique readers/month; 370,000 page views per month
Brand Associations: Sigma Lenses, Stevie English Hair, Tourism Western Australia, Allen & Unwin, Ferrero, Patrice Newell Garlic, Bloomsbury, Noble's Pureau, American Express, Wild Basket, and others.
Ad placement: direct through blogger
Rates: range from $1,000-$3,500 per month. Full details in Media Kit available upon request.

www.notquitenigella.com