Transparency Reports

Eco Warrior Princess Transparency Report August 2016

transparency report august 2016 v2
Written by Jennifer Nini

When I published our first Transparency Report, there was an overwhelmingly positive response from readers who appreciated my openness and honesty. It seemed some people really had no idea what it took to create a super ethical blog such as ours.

So as part of my ongoing commitment to transparency, you can expect to see these reports published each month. It will provide you with real insight as to the amount of work that goes into running this blog.

So let’s get right into the data…

Website Traffic for August 2016

Here’s the Google Analytics snapshot for last month:

Eco Warrior Princess Transparency Report august 2016

The data breakdown from the image is as follows:

  • Sessions: 10,368
  • Users: 8,172 (the number of individuals that visited our site)
  • Page Views: 16,915
  • Avg. Session Duration: 00:02:03
  • Bounce Rate: 64.97%

Traffic Analysis

There was an 18.78% increase in traffic compared to July. This was a result of two things:

  • our 6th birthday giveaway that we paid to promote on Facebook; and
  • our first ever Transparency Report which was published towards the end of August and caused a spike in visitors as you can see from the graph above.

Income Summary for August 2016

The blog barely produced any income at all, but of course I still paid everyone for their work.

The total income made for the month of August:

  • Google Adsense: A$2.49

We earned a total of $2.49. Yes, that’s all. Not enough to purchase even one takeaway fair trade coffee (in a re-usable cup of course!).

Google Adsense Eco Warrior Princess August 2016

Income Analysis

Our income has decreased to almost nothing because I spent much of August working hard in my other business to cover the team’s wages, as well as creating a monetisation strategy and promoting our giveaway. This should improve in the coming months as I start to focus not just on saving the world, but on saving Eco Warrior Princess!

I decided that if the blog is going to pay for itself, I would have to open it up to monetisation which means that I’ve now added Google Adsense to the website. I don’t always have control over the types of ads it shows, but since we are teetering over the financial precipice, I have to make a compromise here.

As you know, I launched Eco Warrior Princess in 2010 and the central motivation is to help people be the change, not to make money. But let’s face it, to survive in the real world, one must make money if one is able to continue saving the world!

fast fashion isn't free fashion revolution lucy siegle

Ethical fashion advocate and journalist Lucy Siegle said “fast fashion isn’t free. Someone somewhere is paying.” But you can apply the same principle to a blog like Eco Warrior Princess:

“Digital content isn’t free. Someone somewhere is paying.” And that someone somewhere, in this case, is me.

The burden of all the costs have fallen on my shoulders and as you know, the increased amount of financial pressure and stress resulted in my infamous meltdown. If you want to get a better understanding of our current situation, read our first transparency report.

Email Subscriber Stats

A couple of years ago my RSS feed was corrupted and I lost all my RSS subscribers. I had to quickly move to an email marketing software to reduce the risk of it happening again. Keeping in regular contact with like-minded readers is essential in helping the sustainability movement create waves.

So now I use Mailchimp for fuss-free email communication.

Anyway here are our email subscriber statistics for August:

  • New Subscribers: 588
  • Existing Subscribers: 1,079
  • Total Subscribers: 1,667

The increase in subscribers in August was a result of our birthday giveaway.

6th birthday giveaway

Strategy moving forward

When I published our Transparency Report last month, I was surprised to learn that many people didn’t realise that I bore all of the operational costs. Did you think the core team worked for free? But I have no one to blame but myself for not revealing this information sooner.

Anyway, if a sustainability blog is to be truly sustainable, it must make an income and pay for itself. Online publications around the world are currently struggling to make an income to pay for wages and runnings costs resulting in a worldwide loss of editorial and journalist jobs, as the expectation is digital content should be freely available.

As a creative, I find this an absolute tragedy and I do not want to play a part in perpetuating the ‘poor do-gooder’ and ‘struggling artist’ stereotypes.

I’ve been told time and again that Eco Warrior Princess is a wonderful resource for people looking for green inspiration. If so, I hope you understand that the ‘free’ content we publish isn’t exactly free and I work hard to make money from my content marketing agency just to pay the team so we can keeping providing this ‘green inspiration’. So please understand the need for us to accept more sponsored posts and ethical brand advertising.

Now if you value our work and want to keep Eco Warrior Princess as ad-free as possible, perhaps you can spare US$1 a month and use the loose change to pledge your support to us on Patreon.

Now over to you: Are you enjoying our Transparency Reports? Does it give you better insight into our behind-the-scenes? Feel free to leave a comment below.

Disclosure: This page contains affiliate links. The monies collected helps us to continue providing free content to our readers and allows us to pay fair wages. For more information about this, click here.

Enjoyed this post & want to show your gratitude? Then please support Eco Warrior Princess on Patreon!

About the author

Jennifer Nini

Jennifer Nini is a writer, activist and the founding editor of Eco Warrior Princess. In 2010, after studying Fashion Business, she launched Eco Warrior Princess to explore her interests in fashion, politics, social justice and sustainability. Jennifer is also the founder of The Social Copywriter, a digital agency harnessing the power of copywriting and content marketing to help mindful businesses reach more people. When she's not perfecting a sentence or coaching business clients, you will find her at her certified organic farm reconnecting with nature.


    • Thanks Sophie for your support! Yes it was time that I opened up so people are aware of everything that goes into producing Eco Warrior Princess. Idealism cannot support a sustainability and ethical fashion blog alone x

  • Thanks for sharing this Jennifer, I really admire your courage and transparency, and I believe that this step is totally in line with the core values of your blog.

    Honestly, I was surprised to read about the lack of earnings, because a lot of content on your blog is brand and product recommendations, and I thought that you were getting compensation through those channels.

    I know how hard it is to find sustainable products, and if someone took the effort to find and present them to me, I would totally support them being compensated for it. Both the content and the design of your blog is high quality, I enjoy reading it, and always try to share your articles.

    Blogging is hard and the results don’t show right away (I know this first hand, hehe). Keep up the good work, and I am sure things will lighten up for you very soon.


    • Thanks Natalie for your support on this. I actually have had a few people say the same thing, assuming I get compensation given the ‘branded’ content. It is something I know I can do – affiliate marketing – but have been reluctant to do. I am aware of many blogs and websites that write list posts such as “A Guide to Ethical White Tees” for example and then what they do is approach ethical brands asking them to pay to be included in the list or guide. For me, this raises all sorts of ethical questions and issues around transparency, namely, if an ethical brand chooses not to pay, then they are automatically disqualified from being included, and in so doing, this skews the “guide”. And further, is the reader aware that the “top” ethical brands in the list are brands that paid to be listed on there?

      As you can see, the issue of monetisation opens up a can of worms and it’s why I haven’t actively sought affiliate marketing, sponsored posts etc. The other issue is promoting materialism vs sustainability. Another topic I grapple with, although I am starting to make the trade-off given finances, and how many hours and paid staff members it takes to run this super blog 🙂

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