Amy Sherman started a food blog 12 years ago, before there were ads or sponsored posts.
A guest post by Amy Sherman
Right now there’s a lot of buzz about how hard it is to earn an income from food blogging. I find it hard to be part of those discussions because I have never looked at blogging as a way to earn a living. I think of my food blog as a marketing vehicle and a platform and it’s led to a thriving career.
I started my food blog, Cooking with Amy, in 2003. There were no ad networks, no ads that I can remember, no sponsored posts or spokesperson deals. Food bloggers weren’t getting book deals or TV deals — let alone movie deals — and they certainly didn’t expect to be paid for blogging. It was all about “citizen journalism,” something no one talks much about anymore. Blogging was for people who had something to say, and they were finding a new way to say it. Enthusiastic writers and recipe creators didn’t have to write a book or wait for a magazine editor to take a pitch. We could share our writing, recipes and photography with an audience beyond our friends and family. It was the reason we blogged, and the reward.
Mainstream journalists felt threatened as blogs became popular and they threw stones. They said blogging would kill journalism. They said bloggers weren’t professional and even worse, we weren’t ethical. But after a while they decided if they couldn’t beat ‘em they would join ‘em, and newspapers, magazines and television networks jumped on the blogging bandwagon. Just as it is in other media, advertising on blogs slowly became commonplace. Over the last few years, making money became the primary focus at many blogging conferences .
While I don’t take ads, only Amazon affiliate links for books I choose to review, I’ve found plenty of opportunities for income based on my blog. In 2004 I began writing for KQED’s new food blog and in 2005 I began writing restaurant reviews for a local online site. That same year I got my first recipe development assignment with a major international brand. In 2007 I became a guest contributor at Epicurious and I signed my first book contract. The book was work for hire, but included my byline and was a truly great project. I knew from those experiences that I wanted writing about food and developing recipes to be my career and slowly transitioned from my previous line of work in branding.
Today my income comes from editing and writing books, developing recipes for brands and commodity boards, and writing for magazines and websites. I still do a few copywriting and consulting projects but they account for less than 20% of my income. I am not going to tell you my job is easy or lucrative, or that anyone can do it. But after working in various careers, it’s by far the most satisfying work I’ve ever done.
Is it possible for a food blogger to make a living without accepting ads and creating sponsored posts? Yes. It’s the path I chose. Many of my clients find me through my blog and see examples of my work there, but more importantly, it’s a place where I share my enthusiasm for all things food related. While I may not always blog as frequently as I once did, I still have no plans to make money directly from my blog or to ever stop blogging.
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Amy Sherman is a San Francisco–based food writer, blogger and cookbook author. As the publisher of Cooking with Amy, she also writes for Amy’s Fork in the Fog at For Yellow Pages. She has written online for CitySearch, Fodor’s, FoodNetwork, Frommer’s, Epicurious and Recipe.com. She has also written for 7×7, AirChicago, Avianca (inflight magazine), Gastronomica and Via. She is the author of Williams-Sonoma New Flavors for Appetizers, WinePassport: Portugal and A Microwave, A Mug, A Meal.
Great post, Amy. Great post.
Thanks Jamie! Dianne’s blog is such a good forum for topics like this so I was happy to jump in.
Thank you for this, Amy!
Thanks for your support Jeanne, sometimes I feel I am in the minority for not fully monetizing or even wanting to monetize my blog.
Amy: Well, then we are both in the minority. 🙂
I wholeheartedly agree. I run (full-time) more of a travel blog than a food blog, but face the same challenges with monetization, especially if I look at what similar blogs are choosing to do. I prefer to think of my blog as a portfolio and jumping off for other work, so I don’t have to douse it with ads and sponsored pots. It’s good to hear from an expert like Amy who paved the way. Thanks for sharing.
Hi Anne, I’m not sure I paved the way, but I certainly was an early adopter when it came to blogging. I’m gratified that my blog has been a catalyst for a career change.
Thank you, Amy, for writing this. So interesting and valuable. Thank you, Dianne, for posting Amy’s piece. You keep bringing the feast of worthwhile useful insightful thought-provoking reading for the likes of me. Always grateful.
Thanks Nancie, I hope my path is one that inspires others. It’s just based on my personal experience, but I firmly believe there are more ways to make money than just ads and sponsored posts.
thank you so much Amy for your perspective on foodblogging. I am an Italian food blogger and, since the market is much smaller than the American market, I have never been able to live from my blog, but because of my blog. I see it as an on line portfolio, a business card, but also my daily or weekly exercise. This said, I still love writing my blog, I enjoy the whole process, I found my place in the world thanks to my blog.
Thank you Diane for sharing another interesting perspective!
Blogging is a great way to improve the frequency and quality of your writing in addition to being a way to show your work. I definitely know what you mean about “finding your place in the world” because blogging led to a career change for me.
What Amy said goes for me, too
Thanks Dianne, for inviting Amy to post. And Amy, I appreciate your honesty. Echoes my own feelings. Just never cared for mixing the stories I want to share with (to me) sticky-fingered ads. I feel we are already inundated with too many ads. Would rather make less money directly through magazine and website articles. Thank you for being an inspiration.
Hi Anna, I’m not so sure revenues are less from editorial these days than they are from ads. I guess it depends on the outlets and what kind of a deal you have with for ads. Even if I could make a lot of money with ads or sponsored posts, I don’t think I could do it. It just doesn’t feel right to me.
I do make money from my blog, but it has never been my primary source of blogging income – the bulk of the money I have made has been from work that has been generated because of the platform my blog has offered me, just as you described for yourself. Also, like you said, it’s not necessarily easy, I do think this is a much more sustainable approach in terms of a career and making money, and I feel like my blog is a place where I am authentic. anyway, I think this is a great approach. I also appreciate that you are not being judgmental either way in your post in regards to how other bloggers do things. Bravo, Amy! Great post!
Thanks Jane, I think a lot of bloggers would be well-served to consider the model you are pursuing since you are not 100% dependent upon your blog for income.
Great insight!
Another very interesting read! Thank you, Dianne! Thnak you, Amy!
I’m earning my living through professional activities in a completely different field, but I’m working on my dream to have my own food blog; I spend considerable time in the South of France and over the years I accummulated some tacit knowledge that I think it would be beneficial to the community to share. Posts as this one are instrumental to my understanding of how things work: -)
Thank you so much!!
Good luck with your blog! You will learn what works for you as you go.
Great post Amy! I’m definitely of the same frame of mind and use my blog as a platform from which to make money in other ways (books, apps, tours, etc). But I’m curious, why don’t you have ads on your blog? Even if it brings in little these days, it’s still something. It won’t pay the rent, but at least can help cover expenses directly related to the blog itself.
Hi Elizabeth, my (many) reasons for not running ads are all very personal. First and foremost I don’t like the way they look and that they distract people from my content. I don’t believe I would make much money from them and I don’t want ads to influence the quality or quantity of my content. I want to focus on writing what I want to write, not trying to drive traffic to boost ad revenue. I think having ads would be a distraction for me. I’d rather focus on other ways of making money.
Yes! and thank you for expressing so well your passion for all things food and desire to share that passion for the joy of it. Our blogs are foundational, our platforms. If you build it, they (opportunities) will come.
Exactly! And I have no passion or enthusiasm for managing ads or creating sponsored posts.
Excellent post. Thanks for sharing! My strategy toward blogging was similar. I first founded it out of passion for my topic, and it brought me a lot of the work I do today.
Thanks. It is extremely gratifying to have something I enjoy lead to paid work I also enjoy!
Love the historical piece of this…how blogging was citizen journalism and the early response by the media. I’m always impressed by those of you who paved the way. My blog isn’t a significant source of income, but it has brought income-generating opportunities my way that probably would never have happened without it. Plus, it continues to be a creative outlet that I genuinely enjoy. Thanks Amy and Dianne.
It’s funny how things have evolved. I only started taking ads back in 2006 because of repeated requests from companies in my niche. Once I did, my audience actually thanked me for them, as they loved seeing the food options (ads can be helpful for special diets!). I only do direct ads (we have one adsense running as fill right now due to a temporary lapse while we change the header over), which is a little more work, but worth it.
That said, ads have never been the bulk of my income. I totally agree that it is “because” of your blog, not directly from it. Like Amy, I do recipe creation, I edit for a magazine, I write books and columns, I help with campaigns – it’s awesome! I love the diversity – it always keeps things interesting. I think a lot of bloggers don’t realize that like anything else, it takes work, you don’t just put something up and watch the payments roll in.
If ads work for your blog and your niche audience that’s great. I’d rather pass along discounts or give away products to my readers than take money and so that’s something I’ve sometimes offered companies that want to advertise on my blog. And that’s only when it’s a product and brand I believe in.
Amen to all THAT–thanks for sharing, Dianne and Amy!
I came to blogging quite differently than you, Amy, but ended up in basically the same place. I started because I was writing my first book and felt pressure from my publisher to blog in order to grow my following and help sell my books. I did it begrudging for a long time, but slowly came to really enjoy it. One thing that helped has been becoming a better photographer–I’m just more proud of the results now. The other thing, though, is that, like you, I’ve come to realize that my web site in general, and blog in particular, is a very, very good sales tool–in addition to cookbook writing and recipe development work, it’s even helped me become a professional photographer!
BTW, I view cookbook writing similarly. It pays, so little compared to the other things I do–it’s almost a marketing vehicle for the more lucrative work.
I was once told that a cookbook is the most expensive business card ever. I’ve always kept that in mind. If a cookbook leads to other opportunities, THAT makes it a success!
Thanks much for your refreshing, thoughtful post Amy. It is what my business-minded husband has told me since starting my blog 5 years ago – that my blog is platform for other work opportunities, not an end in itself. I’ve finally accepted that, and that is what it is evolving in to.
I really do enjoy blogging, whether I make a fortune or not. I love helping people learn to shop, cook and eat healthy. I love to teach, encourage and guide. I love getting a comment that a post or recipe has helped someone. That makes my day. And I think many of us feel this way or we would not keep at it, because blogging is a lot of work.
Like many food bloggers, I hoped to monetize my blog. While that has not panned out to the amount (yet) I hoped for, I came to realize that only a handful make big bucks from blogging.
Like you and others have expressed, opportunities for writing cookbooks, doing recipe development for cookbooks and major authors, and some speaking, have come my way because of my blog. It’s an ongoing journey. I’ve found great satisfaction and enjoyment in those projects and continually grow as a chef, writer, blogger and recipe developer. I know that my own cookbook is in the future, and my blog will be a platform to market my book as it is for many others.
I used to put so much pressure on myself and my photographer / husband, to stay on track, to get my posts out on a schedule (which is not necessarily bad). As overwhelming family emergencies have hit in the last year, I have been forced to adapt my priorities. I had to let go of that self pressure, accept my limitations, do the best I can and not beat myself up. This ongoing emergency season will pass, and I will get back on my schedule.
The journey continues! Thanks again.
I’m glad to hear you’ve found what works for you and that you’re not putting pressure on yourself. I know some people are motivated by the money, but that’s not true for me. I like having one place where I get to write about whatever I want, with no strings attached and no worries about money.
Great post Amy and Diane. Thanks for bringing this p perspective to us. It’s really helpful to get others insights on the subject.
Thanks. It does seem to be the minority view, doesn’t it? But I’m ok with that!
Brava, Amy! I didn’t know your blogging story before. It’s really all about doing what you love. What could be simpler?
Thanks Greg, I do still love blogging (and I don’t think I could ever love an ad!)
Excellent post, thanks Amy. This is exactly what I’ve found through my own blog. I don’t advertise at all and only began it as a way to keep my writing skills up to speed, but it has led me to earning an income through other ways. I now write a regular column for a local magazine, run food/travel/writing events and occasionally advise on social media strategies. More than enough to keep me happy.
Congrats on your success and on finding such great opportunities!
All I can say is yes, yes and yes.
THANK YOU
I’m truly happy for you and the financial opportunities that have come your way. I, too, have made money because of the blog in recipe development and freelance writing jobs (who hired me because of the blog), and I’m grateful for those opportunities. However, I make a decent amount of money from ads. My husband lost his job a few years back and although he is now working, we are still digging out from a failed business. The ad money literally buys our food. I wonder if we would be having this conversation if we were men. Women seem more apologetic to find streams of income. If I go to a blog I love and there are ads I don’t leave. I am okay with that blogger making money, and in return I have a high quality blog that offers me benefits.
I’m not sure gender has anything to do with it. I am not apologetic about making money just very choosy about which opportunities I take. Just because I don’t like running or looking at ads doesn’t mean it isn’t the right choice for someone else, it just isn’t the right choice for me.
Amy, your path and choices are inspiring and so true. I have enjoyed the opportunities that have come from my work I’ve shared on my blog and that is working for me. Thank you for an insightful and honest post.
Thanks! Glad to hear this path is working for you too!
You’re such an inspiration Amy! I love the ways you’ve made your blog lucrative sans ads, especially with the many opportunities you’ve found. I appreciate your perspective on using your blog as a vehicle to other things. It’s a more creative way of using skills/talents, setting you apart from many other bloggers out there. Hope all is well and I look forward to the next time we meet & explore the food of other lands for a third time together! 🙂
Hi Joelen, thanks for your support and I look forward to the next time our paths cross again in person!
Amy, you didn’t mention that when you develop recipes for brands and commodity boards, is it on your blog? Or do you simply turn the content over to your editor? If I missed something, my apologies!
When I develop recipes that is client work, not on blog. If I develop a recipe and it ends up on my blog, I did it for fun, not for money.
Thank you for the reminder and reassurance that just because others are making money directly from their blog, that doesn’t mean I have to. I have had a similar business model to yours and it works for me, though I do sometimes forget that is the case. Thank you helping me refocus!
You are most welcome! Staying true to yourself is always a good thing.
This is a great post, Amy! In years passed when asked if I had advice for anyone about how I’ve created (without any plan) my pie teaching business my answer has always been “Don’t give up your day job.” Then I say that I had a two-income household and I brought in both of the incomes. It was working two and sometimes three full and partime jobs to make ends meet raising a family as a single mom. When my day job income stopped abruptly I got a sobering picture of just how much my pie workshops had been subsidized by it.
Having a blog which came after I was already making some income from teaching pie making. It is a way for me to provide information and recipes for those who cannot not take part at a workshop due to travel or expense, and also keeps my name out there, gains me some followers, and spreads the word about the workshops and camps that now provide my sole source of income. On occasion I do receive some paid writing gigs on other blogs and I am grateful for this additional income but I don’t count on it. I’ve never had an ad network on my blog although I do offer a link to an Amazon store where I make almost enough to cover the costs of my web hosting. My blog is a part of the platform that is needed to do business. Like you Amy, it helps me to earn a living but in no way does it provide a living for me.
So the bottom line still is, don’t give up your day job and be grateful if you are lucky enough to have a partner who willingly subsidizes and invests in your passion.
Kate you must have read Dianne’s newsletter. This issue of “sponsorship” from a spouse or another income stream is worth it’s own post. Like Dianne, I make about 50% of what I made in a corporate job, but I am much, much happier!
Indeed it was Dianne’s newsletter that brought me to your post, Amy. I make less but love my work.
Excellent read and refreshing view. Thank you, Amy!
Completely get it. Writing in my Canadian food blog has provided me opportunities I didn’t expect and projects I have found completely gratifying. I also do not advertise or earn money from my blog – but because of it, and love that you wrote about this as it is such an important option within our community.. Making money wasn’t even on my radar when I started, and is still not my driving force. However, it is a great perk for doing what I love.
🙂
Valerie
Hi Valerie, I’m glad to hear you’ve had such gratifying opportunities come from blogging. Congratulations on being successful with your blog and finding projects you love! And yes, the money doesn’t hurt.