Don't Call It Porn
The Changing Face of Adult Entertainment, & the People Guiding its Future
by Kath Blackwell
In the 21st Century, the fundamental action underlying the world's "oldest profession" is now one of the world's most high-tech and profitable industries, employing not just beautiful models, film directors, madams and bad writers - but computer geeks, graphic designers, amateur exhibitionists, marketing gurus and many other talented professionals! The evolution of this industry from Biblical-day harlots in the street, to girl-next-door on a Webcam for $9.95 a month, has come full circle, embodying all of the excitement of one-on-one sexual experiences of the past, with the technological savvy of the present. Adult Entertainment has even become the most successful business model for the Internet - and yet it is still viewed as seedy, "back alley" and "low class entertainment" by much of the general public. Despite all our hard work, landmark technological advances and our self-regulating policies and programs - will we ever rise above that four-letter derogatory categorization -- PORN?
SEX
Who doesn't love it or use it professionally in one way or another? Our homes are pelted with it, via our televisions, every November and February, as the "sweeps months" challenge each program to be as risqué and tantalizing as possible in order to gain the largest share of viewers. The media loves sex - and anything sexy. Watch the nightly news with this in mind, and observe how many sexually related stories and features are given high-priority over more vanilla events like abused puppies at the animal shelter. And what about the sexual content used in advertisements? Sex sells - everyone knows it - everyone uses it. Everyone can admit to the attention-getting power of all things sexual and sexy. But when sex itself becomes the primary business - be it on a Website, or in a film, novel or establishment - it suddenly changes from a beneficial marketing tool used by many mainstream businesses, to a means to attract poor, defenseless citizens to a dirty, unwelcome industry.
Over the years many adult industry professionals have tried to put a positive spin on the adult entertainment business with little impact. As in every business in the world - there are good players and bad. Unfortunately the media only seems to pick up on the negative, and the public seems to have a longer memory for the outrageous - so it's the "bad guys" of the biz that get the most press time. The child pornographers, the companies that illegally add charges to credit cards, Hollywood Madams and abused, mentally anguished porn stars. Those things make headlines. Charity auctions held by porn stars and Webmasters to raise money for specific diseases, health issues, disaster relief, starving children - all of those events are overlooked and the press seems to look away, almost in disappointment that something good was being done. A wise adult Webmaster once said, "If you host charity functions, do it because you want to do something for the charity. Don't do it for positive press - because we'll never get it."
WHO CAN YOU PLEASE?
So if we can't please the public - or ever get them to accept our industry as a legitimate business, why try to change and evolve our industry at all? Regardless of how we are viewed from the outside - our industry still needs to become the "best it can be" on the inside. Taking the steps to improve the overall workings of our businesses will help everyone, from the newest newbie to the most successful veteran affiliate program. Doing things right isn't just a "feel good" activity. It's the best way to do business, regardless of what industry you're in.
Community leaders not only make changes, but influence change as well, through their deeds, words and through their non-actions. Finding out more about how these people view their professions, deal with industry side-effects in their daily lives, and their future goals can be an awesome example and inspiration to those who might be questioning their role in the adult entertainment industry.
Each of the adult entertainment professionals I interviewed represented a different facet of the adult industry. Rowdy, is an experienced Webmaster in many parts of the industry, but his special talent is with the education of new Webmasters through his resource at AdultNetsurprise.com. Bestat runs several niche paysites, an affiliate program (www.exclusivemediagroup.com), and is the leading expert and content provider for the anime/toon niche (www.exclusivecontent.com). Greg Gregory is a very highly regarded photographer and seasoned industry veteran. Kevin "KB" Blatt is a marketing giant in his own right and is a highly visible participant in an adult product program. Dokk is "the voice of the adult Webmaster," and is a multimedia King - providing live feeds of Webmaster events, hosting regional conferences and shows, parties and other media-related online events. Lee Noga has tons of experience in a number of areas within the industry, but is best known for being the champion of gay and lesbian promotions and Webmaster support with a number of resource programs under her belt. All are very talented in their own right and each brings a specific niche of our industry to the table, giving us insight into the developments, problems, issues and concerns of each diverse arena.
THE EDUCATION OF NEW WEBMASTERS IS VERY IMPORTANT
Making sure that folks new to the industry don't repeat the mistakes made by those who have gone before them will help to ensure the growth and continued innovation in our industry as a whole. There are many Webmaster resources now dedicated to the cultivation and training of these new Webmasters - often called "newbies" - and as a result, higher quality, better educated "crops" of them are popping up all the time, adding more to the industry than ever before. One of these "newbie gurus" is Rowdy, the creator and main driving force behind the Adult Netsurprise Newbie Center.
"There are multiple benefits to teaching new Webmasters the proper way of
doing things," he tells us. "Not only does it show a unity in what we as a group will tolerate, but it also helps in making the point that this is a true industry and not some scam, or passing-fad type of thing." Rowdy should know, he has years of experience working as a Webmaster in both mainstream and adult. He owns and operates free hosting solutions, has operated pay sites, and runs a high-traffic link list program - just to name a few of his many successful projects. "By teaching the new Webmasters the correct way to create sites, we make sure we are introducing productive and positive additions into the Webmaster industry. By doing this we also 'train' surfers by making sure the new people entering the industry are staying within certain boundaries on their newly designed sites."
Rowdy first started in the adult industry after first operating a semi-successful Web development company that designed local Websites in his area. He credits this experience for helping him with the basics of design and coding, yet says he didn't really start learning about the "sales" aspect of Webmastering until he got into adult. "A friend of mine had already started his own business in the adult field and convinced me to give it a
try. With his help and advice, my sites started making a decent - although small-scale, income. The knowledge that was shared prevented me from making many of the same mistakes that I see people make now. If a person is taught the correct way right at the beginning, it becomes part of their business practice and usually remains intact for the duration of their ventures. The help I received was invaluable! As in anything business related, knowledge is directly related to success. When someone that has been successful in this industry helps someone that is starting, that person needs not go through the same learning process that a complete new Webmaster would have to accomplish."
Things have changed in many ways since Rowdy got his start. Some say it's easier for newbies because there are so many resources available now that weren't a few years ago. Others say it's harder to get started today because the competition is more fierce. "Things have definitely taken a 'tougher sale' slide for the most part. Many contribute this to over-saturation, which to a degree I feel is correct - mainly it's an over-saturation of the wrong style of site, in my opinion. I also feel the 'newness' of the Web and Internet content has worn off as well, which is a contributing factor. Those factors aside, I still believe there is enough Internet action to provide many folks with a decent living. I feel the biggest change is that this is no longer a business for a "hobbyist." Indeed - it's time to get serious!
LEGITIMIZING OUR INDUSTRY STARTS AT HOME
Many Webmasters and other industry professionals have had many discussions about "breaking the news" to mom and dad about their newly chosen profession - or about their concerns over how the new neighbors will feel when they find that they've moved next door to "pornographers." Realizing that this IS a legitimate and legal industry - if you're running things properly - is the first and most important step you can take towards legitimizing things with the general public. If we're ashamed and worried about what we do - no wonder the rest of the world thinks we're freaks and perverts.
"All my friends know what I do," reveals Lee Noga, former Director of Marketing for CyberErotica's Gay Division and head of the newly formed AltMasters.com support program. "They are envious of the freedoms it has allowed me. They all assume that since I work in this industry I can handle their poor taste in humor. There is a definite dichotomy there. I work in adult and I'm easily embarrassed with nude dancers and bad jokes, so my friends have to learn to talk about other things besides babes and sex. I believe if one carries themself with dignity and respect, their perimeter of family and friends will look at their chosen career as acceptable, once they break thru their own perceived stereotype of this business."
Kevin "KB" Blatt, of HerbalO.com has a similar story and says that most of his friends in his hometown of Cleveland know that he works in the adult entertainment industry. "When I show them how far removed from it I actually am, they are mostly disappointed. I try to educate them for the most part that this is a business that deals with numbers, averages and speculation, very much like the stock market or other businesses focusing on monthly recurring revenue - very much like paying an alarm company monthly monitoring fees." He recommends that we should have confidence in what we do - and to be honest about it to our friends and family, but most of all to be proud to be a part of such an industry. "Adult businesses are virtually recession-proof, inform, stimulate and DO serve a purpose."
Only two of Bestat's sisters know that she works in, owns and operates a very successful adult affiliate program, pay sites and an anime content provision company - and she has elected not to tell her elderly mother. However, even though our personal family situations can be difficult - sometimes, local community issues can be harder to deal with. "I live in a very conservative town," Bestat explains. "Three of the Major Christian religious organizations have a huge presence here. As we run a profitable off-line computer service company, we work very diligently to keep those lives separate. 'Not sure the other members of the Chamber of Commerce would relate well to it." Yet Bestat reminds us that even though it might not be socially acceptable to bring the workplace to our local communities, we should still not lose sight of the honest work that we do. "I sell a product to a market, I produce it, advertise it, deliver it and take care of the customer service - just like any other company."
As a photographer with over 20 years in the adult entertainment industry (both in magazine and pre-Inter'Net BBS genres), Greg Gregory of CVProductions.com seems to have found the best relationship between work, friends and community. "I can't think of one friend who does not know what I do. You kiddin' me?" he laughs, "Those male friends not in a related business would cut off their right arm to photograph young women and make money from it. Female friends are very supportive; none feel I'm exploiting. No one I know has a judgment on the morality of it at all. Those friends in the business seem to be sympathetic in understanding how difficult it really is to find models and actually get them to the shoots on time-then dealing with them! Many neighbors know, as do the valet guys in my building, who fumble over themselves to help the models when they come over for a shoot or visit. Because I live in Miami, photographing models is a usual and everyday occurrence, scarcely turning a head. South Floridians tend to mind their own business and don't pass judgment on others."
Dokk - legendary voice of the industry from Webmaster radio-empire Albumside.com and WebmasterLive.com - is probably one of the most influential people on the 'Net, primarily because of his high-visibility through his media programs, but also due to his vast experience. Starting out as a DJ in a strip club many years ago, Dokk has a unique perspective on the changes made in the adult industry over the years, and has much to share. "If you have something to be ashamed of, you probably deserve what you get!" exclaims Dokk. "There are those who will pursue any means to an end, from stealing content to the nastiest hardcore and even 'kiddie' porn. Gas, grass, or ass - nobody rides for free. My best advice is don't do a whole lot of stuff you need to hide or be ashamed of! Being a believer in divine reciprocity, I am unwilling to cross certain borders others may trespass on in the relentless pursuit of profit."
CONSIDERED OPINIONS
PROFESSIONAL OPINIONS on unprofessional behavior across the board were expressed during the research for this article. Many webmasters feel that the "mood" of our industry is right for change, and are welcoming the "weeding out" that seems to be our destiny. And what of the opinions held by our panel? Each interviewee was asked about their thoughts on what should be changed MOST in our industry, based upon his or her background and area of expertise. The answers were surprising, yet in many ways expected.
"Ethics and Unity" seem to be the order of the day. With more and more "dot-bombers" looking to jump in on the cash cow of the adult industry, the ethics, values and moral standards of our industry have quickly declined. This seems to be 'par for the course' in an industry that hopes for evolutionary change almost as much as it fears it. Down deep, we all know that something needs to be done to reshape the world of adult entertainment, no matter what the cost. But there are good people who are the driving force behind these changes - hard working veterans who have faced these changes before and have survived the challenges and pitfalls. Learning to engage in good, honest business is probably the best skill we all can gleam from those who have gone before us. Putting quality over quantity is what will see us to the finish line - not cheating, tricks or surfer manipulations.
Greg Gregory perhaps summed it up best saying, "I fear for an industry that becomes free-for-all, cutthroat and lacking in ethics. From my little corner of the industry, I see unprofessional and unethical photo shoots where models are taken severe advantage of - I see the marketing of content that may not even be legal, certainly not ethical. I see contracts waved in front of models that actually work to the determent of the model - is this important? Photography and models have always been held to high ethical standards. There are even laws here and there to protect integrity. The typical webmaster probably doesn't have a clue, the result of naked people is all that matters. That's my lament."
PAY ATTENTION
JUST IN THE LAST YEAR many things have changed within our industry. Some say it's because of the "dog eat dog" mentality that Rowdy spoke of, others say it's the political tensions and fears due to the new US administration - others claim we've reached the end of our peak. Whatever the reason behind the changes - not all of the changes have been negative. When we work side by side together in an industry that is flourishing and growing, we sometimes overlook the little indecencies or poor business practices of our neighbors simply because we're too busy and don't have time to care. But when things slow down - as they have for all industries in the past few months - we begin to notice those who are willing to break laws and take the "easy route" to paydays. It is during these "lean" times that this type of Webmaster is more easily spotted and quickly ousted for their fraudulent activities and behaviors. Sometimes a good natural selection "cleansing" is what is needed to help push us forward to a higher level of evolution, catapulting us all towards a better way of doing business. So what can be expected in the coming year?
"The market correction will continue as the industry purges the excessive number of adult Web sites," predicts Lee Noga, "Individual profitability will determine who stays and who leaves... This business will not be for the average hobbyist."
As a marketing "guru" and promoter of a successful line of adult products, KB's advice is: "Webmasters should concentrate more on how to retain their members using real value-added techniques and not trickery. They must be more accountable for the ways they do business. The amount of SPAM has increased so much, that I feel some Webmasters are burning out on too much of a good thing."
"More money, and a decline in the number of new webmasters coming on the scene," says Dokk. "I see more people leaving the industry that wanted to start out with pay sites and thought it would be an easy trip to the bank, only to discover it's a hard row to hoe! The larger operations will continue as they always have, to analyze and reanalyze their operations in relation to efficiency and the bottom line."
Greg Gregory, who also writes a regular political column for the adult webmaster ezine Adult Buzz, has high hopes for the coming year, but warns that we should still be wary of the new political climate. "Providing nothing disastrous happens in the war effort, the future should be good. Like everyone in our industry, we've been on guard since the election of George W. Bush with his probable social agenda, which was underscored by his selection of John Ashcroft as Attorney General. A lot was written about Ashcroft and the possible dangers he presented. With new powers bestowed on Ashcroft, there are those who cry civil liberties are again in jeopardy. I have a hard time imagining Ashcroft taking away our vices, but this powerful man could at any time virtually declare anything he doesn't like to be contrary to our national security."
"I think that many people that were in this industry in 2001 will no longer be in here in 2002," said EMG's Bestat. "It was a rough year with the economy and changes in the industry, and there were a lot of businesses that had not planned for it. Some were just too small to take the hit, and some were literally living on all they made without thinking about downturns. As with most things, only the strongest will survive." As far as changes to the industry itself, she sees growth in broadband, new media technologies and new ideas in payment processing. "I think we will see tighter legislation in the coming year regarding many aspects of the business, but I am not worried about the adult market going anywhere. There will always be a demand for it. I just think we are going to have to be more creative about how we capture our piece of it."
FINAL WORD
IN THE END it's the people behind the scenes that are the driving force of change within the adult entertainment industry. Their hard work - their honest work - is what will carry us on to the next level of the game. If we are to survive this latest evolutionary process, then we need to educate ourselves in the legalities of our industry and remember to conduct ourselves ethically and honestly within our community. United we can either become one strong positive voice - or divided we can become just the loud noise of an unorganized, unsuccessful mob. It's up to us to make the change and to see it through to the next step. With the caliber of professionals scattered throughout every aspect of our industry, we have a very high chance of success. One only needs to take a moment or two to talk with the people that are working hard to guide our futures to see that this is true.
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