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Publishing Fail: Inhabitat

This is a post about a site I’m not going to anymore and I’m writing this because I tried to connect with them on their contact form. But I was stunned to see that one has to have a username and password to use the form. Really? So they don’t care to hear from anyone else?

Inhabitat is a site I’ve read for several years because I’m interested in their focus: Inhabitat.com is a weblog devoted to the future of design, tracking the innovations in technology, practices and materials that are pushing architecture and home design towards a smarter and more sustainable future.

That should probably instead say: Inhabitat.com is a weblog devoted to making as much money as we possibly can off of you. We do that by packing in so many ad-trackers, audience identifiers, and advertisements, so only 30% of your screen real estate is actual content while the other 70% is either visual noise or ways for us to make you click on stuff so we make money.

Unfortunately they are making the #1 small publisher mistake which is driving me away: Instead of making the visit to their site a great experience, instead it is crystal clear it’s all about providing them with an opportunity to monetize.

inhabitat-noisy

Would you believe that, if you go to their site, they use 78 advertising-related services and 35 analytics and tracking ones? Holy shit…see for yourself. While many of them might not be active (you have to subscribe to BuiltWith to get deep analysis), the site has so much going on when you visit (and a WordPress mobile plugin I detest: OnSwipe) that it’s more bother than it’s worth. I have a 75mbps download speed on my broadband connection and it takes 30-45 seconds to completely load their homepage!

So publishers, or anyone who creates and delivers anything to customers, FIRST focus on your visitor and their experience and THEN on yourself. If you reverse that you will fail…just like Inhabitat has done.

About Steve Borsch

I'm CEO of Marketing Directions, Inc., a trend forecasting, consulting and publishing firm in Minnesota. Prior to that I was Vice President, Strategic Alliances at Lawson Software in St. Paul where I was responsible for all partnerships at this major vendor of enterprise resource planning software products and services. Read more about me here unless you're already weary of me telling you how incredible and awesome I am.

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