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Third Parties Span the Bridge: As Adult Adopts Mainstream Practices
with Johnny V, PornPosse.com
The Adult Industry has been in an odd in-between phase for the last year: Not quite underground. Not quite mainstream.
Obviously the "wild west" days of the early 'Net are gone, but the era of "corporate smut" is not yet here either. Too many adult companies are struggling in that place between scrappy start-up and corporate professionalism. Some may have a receptionist and a nice lobby, but many industry entities are still just guys working from their basements and garages.
And, even with a new office and a fresh coat of paint, it is difficult to get the rest of the business to where it needs to be to compete in today's marketplace. More and more companies are finding that they can't maximize their profits, because they don't have the resources to run their business, and react to meet an ever-changing landscape. They know more mainstream practices are needed, but it is hard to slow down long enough to discover, evaluate, and implement them.
The Industry is changing, and those companies that continue to do business by the seat of their pants, will have a shorter life span than those that adapt to the changing environment. We are coming to the time when nearly every aspect of the adult business will require experts to do things right - payment processing, traffic trades, sales, design, and programming - everything - just like the mainstream corporate world. Few companies can afford several full time people in each of those positions. At this stage in the industry's evolution, many Adult companies are finding that they can multiply their productivity by using third party organizations to assist in neglected but vital areas. One Third Party group that is making a splash in this area is The Porn Posse.
Porno Has a Posse
Based out of LA, The Porn Posse (www.pornposse.com) is a third party consulting group that brings years of mainstream and adult experience together to help make successful adult businesses even better.
Whether it's extra manpower in preparation for a show, Industry information and forecasting, or the benefit of industry contacts outside a client's reach or expertise, The Porn Posse has been helping their clients to do business at a level beyond what they are used to.
Johnny V, CEO of the Porn Posse and one of its founders explained, "It is often hard for some Sponsor Programs to know where their bottlenecks are. They are making pretty good money on a regular basis, so it is hard to see what is broken, where it's broken, and how to fix it. We have expertise and connections in every area of the adult space, and adopt an outsider's perspective to view your business."
Asked what the greatest challenges facing The Porn Posse are, Johnny V explained, "Education. We are truly a third party. We do not have sites, we do not compete, and we only make money when we increase a Webmaster's business. This has been a tough concept to get across to Webmasters, who see their counterparts as both direct competition, and friendly associates, in an Industry based upon personal relationships."
"We want the Industry to flourish as a whole, and our individual clients to excel," states Johnny V. "If we all increase our ability to make money, the Industry stays healthy for the long term. That is good for everyone."
Long term is a phrase that has not often been associated with The Adult On-line Entertainment business, and it is refreshing to hear people speak in those terms. It has been years of 'almost going out of business' that has led to the slash and burn mentality in the space. It only makes sense, that if you feel, act, and conduct business as if you only have six months to make as much money as you can, it is inherently difficult to maintain a business model that is not based on longevity. "As long as men have access to the Internet, there will be a lucrative business here," predicts Johnny V, "Folks need to understand it's better to make money you can continually count on, than a fortune which can be put in jeopardy, or taken away."
One area in which The Porn Posse is starting to specialize is representing companies based overseas. With clients in Europe, Australia, Mexico, and Canada, in addition to their US clients, this is a true international business. Most of The Porn Posse's smaller clients realize it isn't cost effective to have a full office in the US. The Porn Posse gives the option of having a US-based marketing team, to companies that normally wouldn't be able to manage it from afar.
"We visit the US as much as possible. We try to attend every show. But our ability to move quickly on US business opportunities has been helped tremendously by working with The Porn Posse." - CEO, Club Seventeen
"Third Party Brings Trust and (Click)Truth."
The Porn Posse has recently launched several products to leverage their abilities and position themselves as a trusted third party that aims to help the industry as a whole. For example, the online adult market has always been plagued by perceptions of dishonesty and cheating. You can't get through a day on any of the popular message boards without some webmaster accusing a sponsor of "shaving." Unfortunately, there is almost no way to eradicate the "he said, she said" accusations that pop up after every slow pay period. Unless, of course, there is a third party involved. The Porn Posse created "ClickTruth" after several programs approached them about the industry shaving perceptions. They wanted a way to dispel the accusations without taking resources away from their day-to-day business. Sponsor programs recognized that The Porn Posse was in a unique position to deal with the problem due to their third party status, the reputation of its founders, and its work with many of the largest third-party billing programs.
The answer they developed was "ClickTruth." ClickTruth consists of back-end scripts installed by the sponsor program, aggregated Credit Card post-back data from the processors, and randomized audits of webmaster traffic bound for participating sponsors. The results are all reported back to the third party servers so that a webmaster can be sure he is getting credit for every sale. The concept is not revolutionary; however it is certainly new for the Adult space. The Industry is still in a very young phase, and it won't be long before programs are required to be audited before any webmaster sends them traffic.
A number of programs have already completed the back-end script integration and several other programs are in progress. "Quite simply, we've always paid out honestly on every sale," said Jason Rhino of FLASHCA$H (www.flashcash.com), "ClickTruth lets a third party prove that for us."
A webmaster simply needs to register his affiliate IDs at clicktruth.com to make sure his traffic is audited.
And, these are exactly the type of roles that third parties will play in the next evolution of the adult industry. JohnnyV and The Porn Posse look forward to helping more people elevate their businesses. "Just because the pictures are dirty, doesn't mean the business has to be."
For more information, visit www.pornposse.com.
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