Jan
20
2010

All press isn’t good press

As I wrote before, I am in the process of re-thinking a lot of the things we currently do here at Tatango. To help other entrepreneurs, I’ve been writing about these changes. Below is another post about some of the things I’ve learned along the way and things that are changing at our company.

One of the things we spent an enormous amount of time on at Tatango was generating press. For being a small startup from an even smaller town, we have received more than our fair share of press coverage. We have been covered in TechCrunch, Mashable, Wall Street Journal and a host of other very notable blogs, newspapers and even radio shows. Was this done to satisfy my ego, boost employee moral, generate links, impress investors or have something cool to hang on my wall, most likely. What I’ve realized though is that during the first couple of years, press is only good if it generates revenue. For some websites that may mean traffic (ad-supported), but for Tatango it means generating subscriptions. What’s interesting is that in regards to subscriptions created on Tatango, all the big articles combined, don’t even compare to what a small (17k uniques a month) Christian Youth Ministry blog has generated.

The lesson learned, while resources are scarce and revenue is your main goal during the startup phase, focus only on generating press that generates revenue, leave the rest for the future.

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