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Interview von Stefanie Pütz-Lehmann, www.partnerprogramme.com, mit Steven Rothberg,
Manager des sehr erfolgreichen Partnerprogrammes von
Adguide's College Recruiter Employment Site.
Stefanie Pütz-Lehmann, 18.02.99
Stefanie Pütz-Lehmann (www.partnerprogramme.com):
Mr. Rothberg, can you please describe the services offered by your company?
Steven Rothberg (www.adguide.de):
Adguide's College Recruiter Employment Site is used by over 100,000 job
seeking college students, grads and recent graduates a month. Most of our
revenue is derived from the sale of help wanted ads on the site to employers
who are hiring entry level candidates. More information is at
We also sell resume services to job seekers. One of these services just
launched this weekend. For $75, we will blast out a job seeker's resume to
hundreds of recruiters who have signed up to receive such resumes and we
will post it to hundreds of employment newsgroups. More information is at
How did you get the idea to use an associate program to promote your services?
After going through a lengthy period where we paid other sites to run our
banner ads on an impression or click through basis, in September we decided
to create an affiliate program. We did extensive research on running it
in-house or outsourcing it. We decided to outsource it both because of a
manpower issue and because we knew that we would be able to provide our
affiliates with much better services if we used an organization whose entire
focus was on managing affiliate programs.
What steps did you take to start your associate program?
After comparing about half a dozen of them and communicating with some of
their existing and former customers, we signed up with Commission Junction.
That was probably the smartest move we made. They have some of the best
systems and are one of the most caring, responsive group of people you could
hope to meet. For more information, go to
Since launching our affiliate program in November, it has grown to become
one of the largest and most successful on the Internet. We've been awarded
the highest honors from every affiliate review site that gives out awards.
For information on these, go to http://www.adguide.com/affiliate.html. We
now have about 700 affiliates, ranging from low traffic hobby sites to some
of the highest traffic sites on the Internet.
Why is your program so successful?
We decided to treat our affiliates as
salespeople. Although we initially considered paying for impressions, click
throughs, leads and sales, we were concerned about the likelihood of
fraudulent impressions, click throughs and leads so we decided just to pay
for sales. Because our affiliates are salespeople, however, we decided to
raise the bar in the industry by paying out $125 (33%) per sale, which is
about 40 times higher than many other programs pay. By paying so much, we
are assured that our affiliates have every opportunity to earn a lot of
money from our program. If they do well, then so do we.
In addition, we have continued to work closely with Commission Junction to
ensure that enrollment and in our program is easy, quick and free and that
our affiliates have easy, quick access to the best statistics possible.
What do you plan to do in the future?
Going forward, we will continue to treat our affiliates as salespeople. We
will continue to offer new services and ways for them to earn even more
money from our program. As soon as the systems are in place and properly
tested, we will allow all of our affiliates to participate in a two-tier
affiliate program, under which we will pay them for referring new affiliates
to our program.
Do you think associate programs will become more important in web marketing?
I strongly believe that affiliate programs have the potential to
revolutionize online advertising by shifting the power from the
advertiser/merchant to the publisher/affiliate. The merchants, however,
should rejoice because no longer will they have to evaluate and weigh the
relative merits of running ads on different websites and then have to gamble
on the effectiveness of doing so by paying for impressions or clickthroughs.
By setting up affiliate programs, merchants empower affiliates by allowing
them to put their money where their mouths are. If the affiliate believes
that its website can effectively run ads for another site, then the
affiliate will be able to sign up and run the ads. If they're right, they'll
get paid well and both they and the merchant are happy. If the affiliate is
wrong, then the merchant is no worse off and all the affiliate has lost is
perhaps a few minutes to modify its website and a short period of time in
which it didn't earn revenues from one of the advertising spaces at its
Mr. Rothberg, thank you very much, for sharing these valuable insights
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Letzte Änderung am 18. Februar 1999