New Yorker Creates Highly Marketable Niche Product Flying Over Central Park


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James Martell
You’ll receive money making advice and actionable tips and strategies directly from James Martell when you subscribe to his weekly podcast by email, RSS feed or iTunes. You can also follow James on Twitter. Recognized as a leading expert in affiliate marketing training, James is the host of the "Affiliate Marketers SUPER BootCamp", and host of the "Affiliate Buzz", the first ever and longest running podcast for affiliate marketers in the industry. A sought-after speaker, James has presented at Commission Junction University, Affiliate Summit, The System Seminar, Digital River Lab, Pubcon, Affcon, and more. Google+ James Martell
James Martell
James Martell
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From Passion to Profit – Making Something Out of Nothing

A while back I was asked how many websites do you need to make a full time living in affiliate marketing and I stunned a bunch of people when I said you only need one. Now this is coming from a guy who for the last dozen years or so has been building sites and creating content on a nonstop basis. Sounds a little counterintuitive doesn’t it?

I know many of you have multiple sites covering topics from digital photo retouching to arc welding services and your first reaction might be to blow off the idea that you can earn a living with a single site.

But I firmly believe that if something happened and I had to start all over again I’d focus all of my resources, energy and planning in developing a single super site.

That belief was reinforced recently when I interviewed Aric Boyles founder of CentralPark.com.

When a New Yorker falls in love

Aric moved to New York City in the late 90’s and immediately fell in love with Central Park. If you’ve not been there it is an amazingly beautiful place full of interesting and exciting places to visit but also a great place to just lose yourself relaxing and taking a break from the hurly burly of the Big Apple.

During his regular runs through the park Aric started to shape a project in his mind. He wondered what this place with all its trails and attractions would look like from above.

This was well before Google Earth or any other satellite imagery database was available. The only way to get an overhead view of the park was to fly over and take a picture”¦and that’s just what he did. He hired a company to fly over Manhattan at 12,000 feet and take pictures of the entire park. This sounds simple enough but he had to wait 4 months before Mother Nature cooperated and provided a day with enough sun, clear air and acceptable winds to get the job done.

But it was worth it.

Something from nothing – the Central Park Poster is born

One of the shots that Aric got back from the flyover was an amazingly clear and detailed photo of Central Park. The image was captivating giving a bird’s eye view of the park and Aric was sure that it had commercial appeal so he made it into a poster.

The challenge now was to find a way to promote it and his first thought was to build a website. But that task got short stopped when he discovered that the most obvious domain name, CentralPark.com, was already taken. The site itself was little more than a placeholder and when Aric offered to buy it the owner surprised him with an asking price of $1 million. Well that wasn’t going to fly so he worked a rev share deal and began selling his poster on the site.

src="http://comluv.com/wp-content/uploads/2011/11/central-parkposter1.jpg" alt="New York City's World Famous Central Park" width="279" height="848" />As the years passed Aric built relationships with other Central Park related brick and mortars as well as websites and built a wider distribution for his poster. He also started adding content to the CentralPark.com site and became an important part of that site’s revenue generation. In 2004, after years of chipping away at the domain owner, Aric was finally able to purchase the name for a reasonable amount.

And that’s when this nearly nothing site took off.

Visitor value pays big bucks

Aric’s passion for the park made building out content a piece of cake. He knew the park intimately and created articles on virtually every attraction located within the place. He built out sections on fun stuff to see and do, weddings, events and the real gold mine”¦tours.

In short, he offered up real, useable information for visitors looking for info on Central Park. Google rewarded his efforts and today he gets 250,000 visitors and over 1 million page views per month.

To monetize the site he had a mix of Google Adsense ads and merchants from affiliate networks such as Commission Junction. The ad campaigns consisted mostly of the traditional display ads like leaderboards, medium rectangles and skyscrapers. They had great demographics and believed that their audience would have an interest in a number of different advertised offers.

When visitors are focused, network offers rarely work

But the fact of the matter is those network campaigns, with a few exceptions, didn’t work very well. The ones that did work were those for tours of the park and nearby hotels. In other words, the visitors who arrived at the site were focused on the park and the only promotions that they really had an interest were those that were directly related to the park.

And that’s when Aric changed the marketing plan and started partnering up with local tour operators, hotels and event ticket operators. That’s when the money started to really roll in.

Yes the original poster of the park continues to sell well but by identifying just what the audience wanted to buy Aric was able to turn further increase revenues.

So the lesson here is pretty simple. If you have an informational website offering anything from free Photoshop video tutorials to park tours and you want to squeeze as much monetization out of it as you can, make sure that the products you are promoting are relevant to your content.

CentralPark.com is a first rate example of what can be done with a single website that is professionally developed and managed. Aric’s time and energy is completely focused on improving a single site. By not diluting his efforts across a dozen separate operations he is able to stay on top of his market and continue to grow his audience”¦and revenues.

That’s my take on it. If you have questions or comments please share them with us in the box below.