“animalnewyork.com has a daily revenue of $6.” (source: WebTrantula web analysis)
According to current metrics, Animal New York apparently only has a daily revenue of $6 and a monthly revenue of $168! It’s no secret to anyone who visits Animal regularly that the site suffers a chronic inability to keep regular advertisers, aside from the occasional and infrequent PPC banner ad. But can Animal New York really be failing THAT miserably, even while being economically and creatively mentored by advertising powerhouse Mother New York? We wondered. Until we looked into that mysterious banner ad, familiar to anyone who’s looked in on Animal New York these past few months:
White Pike Whiskey appears to be Animal New York’s only consistent advertiser. Never heard of White Pike Whiskey? Neither had we. ”The just-released White Pike Whiskey is the alcoholic child of Mother Industries, a New York based creative company. For now, White Pike Whiskey is only available in New York bars and restaurants.” Yes, that’s the same Mother who recently adopted Animal New York as its “web publishing arm”. Being your own main source of income is not a very lucrative business model, so that might explain why Animal New York’s daily revenue is $6. And it’s no shock that Animal would have a hard time securing more profitable ad sources given its abysmal downward traffic trend and routine sloppiness. The shock here is that the mighty Mother New York was really that incapable of countering Animal’s descent, and instead seemed only to make things worse:
It’s impossible not to wonder how Mother New York’s high profile clients, like Stella Artois and Virgin Mobile, feel about entrusting their brand visibility to a company that seems so tragically incapable of managing even their own small “web publishing arm”. It was impossible for us not to wonder, at least. So we asked them! We sent along our findings to Pablo Firpo (at Stella) and to Ron Faris (at Virgin). We’ll publish their replies here when we receive them!