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The economics of MMA media coverage
By Zach Arnold | March 1, 2009
On Sunday, Fightlinker announced that they are going to do a subscription-based format for their web site. Naturally, since everyone on the Internet reading a web site is inclined to want things for free, I’m not sure how this news will play out.
What I am sure, however, is that the economic realities of being an ‘independent’ news source in MMA are coming home to roost. I wrote about this topic a couple of weeks ago (along with thoughts on what people who go to MMA web sites are interested in reading about):
I don’t think that a pure 100% MMA-only news-oriented site will ever truly make enough money to survive as a full-time career. I just don’t see how the numbers add up. The reality is that unless you have a money mark backing you (like Yahoo Sports backs Steve Cofield and crew, like Ariel Helwani and MMARated are backed by the Wasserman Group — this according to Fightlinker — which is the power source for agent Matt Walker who represents Carano, Couture, and others), you’re going to go nowhere as far as trying to survive in the MMA media landscape. It is very, very difficult. I say this as someone who has been a long-time survivor in the fight media game. It is really tough and I think only going to get tougher. While UFC and MMA continues to grow at a time when most other sports are contracting, the media landscape that covers UFC and MMA in general is not growing at the same proportional level. In other words, UFC may be blowing up but the money is not blowing up in media landscapes.
As far as MMA sites and media outlets are concerned, unless you have a large audience from another sport or another entertainment entity that you can market your content to, it is very difficult to survive (let alone thrive) right now in making this your career. Do not let my words keep you from ever pursuing a writing career in MMA if you want to do it, but learn quickly that you need to partner up with one of the big players to get a jump start or else you will not last long or consistently without support both financially and traffic-wise.
My belief is that there is good support for MMA amongst mainstream sports fans, but that MMA is not considered a primary interest. Rather, I think a good cross-section of younger sports fans look at MMA as a secondary or tertiary sport that they like. In other words, something that supplements a staple sport they already like (football & MMA, baseball & MMA, hockey & MMA, etc.)
Topics: Media, MMA, Zach Arnold | 14 Comments » | Permalink | Trackback |
What about the guys at Sherdog? Do they all have second jobs?
I was always under the impression that between the ESPN Deal, and the number of hits to their website due to the Fight Finder, that they were able to employ a few people full time. I think guys like TJ because do it for nothing…. But people like Gross & Hunt seemed to be making a semi-living off of it.
Remember, Sherdog is aligned with Crave Online, and the syndication deal happens through ESPN.
Virtually everyone I know working on one of the bigger MMA sites works on a per/article or independent contractor basis. In other words, you can make some — but not significant — money.
Anyone who tries to make this full-time career deserves respect, but very few people are able to make it.
Anyone who blogs about MMA and thinks that should make them a living is out of their minds. Any idiot can do this sort of thing and often does. Same even with people who are original content providers; if you’re not doing it for a major media group, pfff, forget it. Nothing wrong with that either. Honestly, whoever ESPN signs to write for them is probably gonna be a lot better than Joe Blawg and his thoughts about what the ESPN guy wrote.
Ed. — If someone can make money doing it, God bless them. I’m as skeptical about it happening as you are, but there isn’t any crime in trying.
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http://www.lvrj.com/business/40499202.html
I’ll be damned. I just read Fightlinker’s announcement. They think that they’re a comedy site?
Best of luck, Fightlinker. I don’t know why anyone would pay to read your posts, but I wish you well.
I dont know about most folks, but I dont watch other sports.
I never really did.
I tried watching the superbowl in 81 with plunkett and the raiders (before they went hollywood), and quickly discovered that PLAYING football is a lot more interesting than watching it!
I’ve never boxed, but reading the results and stats is a lot more interesting than actually watching boxing IMO.
MMA is the only sport that has kept my attention long enough to actually say that its been worth watching.
There’s another major problem with writing about MMA – sports-related advertising is not lucrative at all. Those clicks aint worth sh*t relative to stuff like finance and weight loss.
Right now I make enough on MMAFrenzy.com that it’s my full time job while I’m finishing up school. We’ll see if I can do it full time once I graduate next year but it’s looking likely right now.
@Mike – Generally I agree that sports advertising isn’t all that lucrative but MMA has the best demographics in terms of what advertisers are looking for and can generate good money. Because of the economy ad revenue across the board is down, which is why we’ve seen some sites (most notably MMA Rated) fold in recent months.
There’s money to be had in MMA, it’s just a matter of selling your site to the right people or signing with the right networks who can do that for you.
What about MMAJunkie guys? I know they started it part time, but its become a very good place for MMA now. Can Dan and performity?
I started mine just for fun, hoping there’d be some money eventually…but in the end, its still just for fun! Sites dont pay you for stories (well they cant afford to)
Here is the thing, any site without a backer right now is not doing that hot. As Zach said, everybody has another job unless they have somebody with a ton of money propping them up. If you would have asked me a year ago, I would have told you that there was a way to make *some* money on it, but the online ad industry completely bottomed out at the end of last year.
Paying for content? I’m too cheap to pay for an Observer subscription, which contains lots of useful stuff, and won’t spend 2 bucks to subscribe to read extra Achewood comic strips, I don’t see myself paying money to read somebody’s MMA Opinionz 4 U.
No offense, I like the FL site, just would not pay for it.
Most bloggers don’t deserve to make a living off of it. They don’t do enough to warrant it. Doesn’t mean they still can’t enjoy it.
Dan Stupp & MMA Junkie is about the best MMA Blog that I have seen that really does a solid job at it. I would hope he is making decent money at it, but doubt it.
It blows my mind that Fightlinker believes this is the right way to go forward. The only “original content” they have is their dismal podcast, most of the jokes are lifted directly from the UG and other fan forums. Just looking at the comments section of the announcement, it seems like their followers are already rejecting the idea.
Ironically, the FL crew asking their users for money so they can continue to trash MMA fighters and dispense tasteless “humour” might be the funniest joke they ever came up with.
we love you too, smoogy!
E-mail me, Ryan.
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