Shown here is a birdhouse I made for a Craftsman blogger event instructor’s competition. I wonder what my design would look like now. It’s completely irrelevant to the discussion.
I was talking with a potential advertiser, and they asked about sponsored posts.
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I’ll partner with brands or retailers and agree to certain types of paid opportunities. But sponsored posts is where I draw the line.
“What if you were offered $xyz for a post?”, my wife asked me. I thought about it. Nope.
She’s one of my moral advisors, people whose opinions I trust and are compatible with my own. None of them are quick to say “take the money!”
I suppose that there is a point where I might say yes. If an agreeable brand offered a year’s salary/revenue for a single post? A year’s worth of mortgage payments? The amount of money they pay to get their name on a NASCAR car or the side of a stadium?
Luckily for me, no one is offering me ridiculous amounts of money. Unluckily?
If I ever do agree to a sponsored post, there’s no going back.
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Brands and retailers have been increasingly interested in non-banner advertising sponsorships and campaigns. For that reason, and I believe I mentioned this once or twice, I am much more amenable to working on sponsored projects or other types of programs or partnerships that don’t influence or dictate editorial content.
A few years ago, I conducted a testing campaign for Bosch oscillating multi-tool blades, and it was a really good experience. They paid for me to test 3 styles of blades, and I did. I was a bit surprised to see just how superior Bosch carbide blades were compared to others’ comparably priced bimetal blades.
That series didn’t involve sponsored post, and I was able to run everything to my designs. I never would have been able to budget the time or equipment costs if not for the sponsorship/paid component, though.
It was more like a commissioned test program, rather than sponsored. I don’t know if I would do that again, only because it required huge spans of time.
I just don’t like the idea of sponsored posts. That crosses the line for me. Whenever I read sponsored posts or “advertorials,” I can never tell what’s genuine.
By being open to sponsored projects or commissioned testing, I feel that it’s my time and talents (for lack of a better word) that a potential advertiser would be buying, and not my voice or influence.
Thankfully, I always have the freedom to say “no” to opportunities that I’m not open to doing. I have turned down sponsored post opportunities in the past, and will continue to do so.
But if there’s an opportunity for a sponsored project or commissioned testing, it might be in the realm of consideration. We’ll have to see how things go.
Posts and discussions like this are always a little awkward, but I like to show how I think about things.
It can be hard being on my side of things. I might be offered a sponsored opportunity that I turn down, and then see a sprinkling of posts or reviews for that brand or company, some or even many of which don’t mention the sponsorship arrangement.
I was recently talking to a marketing manager, and they assumed that our reviews were financed by tool brands. No way! “But what about that review on [specific tool]?” That was just a review. They’re ALL just reviews.
Other times, I’ll be asked what ToolGuyd’s review fees are. Review fees?
We tried to go to STAFDA this year. STAFDA has draconian rules about only recognizing print magazines as media entities. And it costs a ton of money for flight and hotel accommodations. One brand that was willing to sponsor us in the past, in exchange for banner ads, only wanted us to “build excitement.” The person I used to talk to had recently left. I told the new contact what we were willing to do, and they told me that other media entities they were sponsoring had offered X-number of excitement-building posts. Ultimately we couldn’t come to an arrangement.
Two other brands were willing to help us with passes, but ultimately we decided against going.
There are a couple of brands that sponsor attendance to shows like STAFDA and World of Concrete. I must admit, it bugs me when I don’t see disclosures accompanying emphasized attention and coverage given to those brands’ products and brands.
I have nothing against sponsored show coverage. But you can bet that if we ever do have any financial arrangements to attend a trade show, we’ll disclose those arrangements in a post.
It seems to be the norm now for reviewers and Instagrammers to accept money to be somewhere, or to provide show coverage for a brand, and to not disclose it.
Why can’t they just add a simple disclosure, such as:
That’s what we’d be willing to do for brands that sponsored our visit to a show or event, or if we shopped around to several brands to pay for our attendance somewhere.
As you can tell, this is a big internal topic for me. What will we accept money for? What won’t we? What is right for us and our readers, and what is a wrong fit?
I don’t enter any paid arrangement lightly. I always think about whether something is a good fit for me, for ToolGuyd, and for you, our readers. If in doubt, I ask, whether in a feedback post or an outside opinion.
Sponsored posts? Still off the table.
fred
The way I heard it – George Bernard Shaw asked a woman, who he fancied, if she would sleep with him. She vehemently protested that she would never! He then offered some modest amount of money – to which se replied “what do you take me for sir?” His retort was that he knew what she was – and was just about to haggle over the price.
Apropos your situation – it is a slippery slope once you compromise your principles – so I’d advise you to stick to your guns. It is nice to know that the editorial opinions expressed in your posts are yours. We understand that you often post about tools that have been brought to your attention (or sent as test samples) by manufacturers – but I think your readers are happy that this does not unduly color your comments or stifle those of your contributing readers.
Stuart
Thank you, I appreciate it!
It can be a conflicting situation, to wear multiple hats. I write posts and review tools, but also sell advertising.
Early on, I decided on a set of ideals and practices, thinking that I could adhere to my self-imposed guidelines because ToolGuyd was a hobby, one where revenue just wasn’t a driving factor. I could say “no” and make decisions as I wanted to, because profitability wasn’t important. ToolGuyd is now my “business,” but I don’t think my mindset has changed much.
michaelhammer
There is a simple way to keep yourself on track and also any future employees you may have. It is something I did when I started my business. I printed it and hung it on the wall in my office. It’s a mission statement. It clearly states what your business is, what it’s purpose is and goals are. Stick to your principles and the money will follow.
So many reviews are obvious paid advertisements. I can’t tell you how many editor’s choice awards I’ve read that left me doubting if they even turned the thing on. This site is a sweet oasis in a morass of nonsense.
Patrick H
I vigorously second Fred’s take. His perspective is generally spot on.
Patrick H
To follow that, I’d like to add that the thing that differentiates toolguyd from other sites (aside from a good grasp of the English language, it’s often sadly lacking other places) for me is the authentic and honest reputation you have earned with me. That is the one thing that really makes you stand out to me. You have done what you say you will do and that is what brings me back.
Whiskey and Wood
I’d love to see more content from Toolguyd, but part of what brings me here is the honesty of it, and the mentions of particular deals that save me money!
A poll might be interesting, presenting several types of short fake posts in different “sponsorship” formats to a small selection of readers and asking what they feel about each post, if they perceive that they are sponsored or not, to see if there is a good compromise between making more money for your hard work, and still providing us with honest reviews, one way to do this may be comparison posts, where company A sponsors it because they believe their tool to be best in a particular niche, but you design the tests, and the results are what they are. Just ideas
Stuart
I’m working on it!
Right now I’m in a weird transitional period, and it’s taking me longer than I expected to do a hard “reset” on everything.
I have more work to do before I’m at peak review or post efficiency.
Mr. Creek
I think there is a way you can do both. Keep your same format, add a new tab up top where manufactures can write their own fluff piece. Disclose in big bold letters that this article/ advertisement is written by Mr. XYZ from tool brand A is not endorsed by toolguyd. Charge them a $1 per word. Plus it saves your entergy and your time. So long as users can comment. And advertisers can’t edit or delete post. Plus you make money.
Koko The Talking Ape
Respectfully, I feel differently.
Manufacturers want to use Toolguyd because it has a terrific reputation and a large and loyal readership. But sponsored posts will erode that reputation and taint the Toolguyd “brand.” In effect, manufacturers would exploit Toolguyd and then toss it aside like an abandoned mine.
Stick to your guns, Stuart! They have plenty of places they can toot their own horns, but there are only one or two places like Toolguyd.
fred
As Warren Buffett is quoted: “it takes 20 years to build a reputation and five minutes to ruin it.”
If you can not earn enough to support yourself and your family and still keep your integrity – then you need a different or second job. I know of many times when a customer asked us what could they do to cut corners. Sometimes we’d lay out the options and their respective costs – all within the parameters of doing a good job. Other times, when cost cutting expectations flew in the face of quality – we’d recommend that they do business with someone else. Over the years we found that we did not have to win every bid – or even the majority to be profitable. We liked to think that our niche was at or near the top of the ladder – and then perform such that our clients thought so too.
fred
Maybe a slip of the fingers or Freudian – but “entergy” – the name of a company that could not be saved because they had crooks at the top.
I think splitting the site would put Stuart on that slippery slope. Sort of like trade magazines that accept “placed” pieces that they combine with their own editorial content. Despite disclaimers – its sometimes hard to know where the advertising stops and the editorial content begins.
Joe
I like this idea. I check in practically daily and if it means there’s something new to read while I wait for u to post a new review I’m for it.
Jonathan
While I browse other tool review websites, but Toolguyd is a regular for me. The objectivity comes across in the posts, as well as lack of it in sponsored post, I can’t recall ever buying a tool from a sponsored post.
I also frequent TG for the deal postings, but I have bought more occasional use tools that I doubt I would have if it wasnt a deal. As well as upgraded tools far sooner than I would have.
I would be open to a head to head review/competion i.e. Milwaukee vs DeWalt, that both manufactures we offering a deal through TG link or code (with TG getting a share – Similar to Kinja codes for Amazon , where buyer and Kinja benfit).
But not a traditional tool review, only results of test/competion, specs and the pro’s/con’s listed and let readers come to there own conclusions and purchase decisions.
Perhaps a poll from a post on what on head to head promo, of tools on a wish or future upgrade/buy list.
If it was two brands sold by Home Depot and sponsored by Home Depot and tools provided for the head to head by the manufacture, I would be open to that type if a sponsored post, I think it could be a win-win for all involved, perhaps even an equal dollar amount honorarium/compensation from each manufacture.
Fazal Majid
You did the right thing, Stuart.
Samr
The trade off though with sponsored posts is the money provides you with more flexibility and, theoretically, more resources to do what you WANT to do.
What about a hard cap of sponsored posts (say like 2-3 per month or something)? That way you’d get multiple bidders for those limited spots, a higher price for them, and you’d also get your choice of which product interests. The way I see it, if you are truly interested in the product anyway, getting paid (or “sponsored” or whatever) to write about it is just a bonus.
Davida1
I can’t tell you what to do, but yours is pretty much the only tool site that I truly trust. Once you start doing sponsered posts, even though I think you’re very honest, I think it’s a slippery slope.
Keep up the great work, and I hope you can get other sponsership opportunities that bring you a lot of money without compromise.
alex
In terms of ethics, I have nothing against sponsored posts as long as it’s clearly stated it’s a sponsored post
Now in terms of user experience, I have a more nuanced view. I hate interruptive marketing. To me a good ad is an ad that had a good chance to interest me at least a little bit, not something forced on me. For instance, I think sponsored posts saying “hey you should check this tool, it’s great” are ok as long as you really think the tool is great and has something new to offer. But posts promoting shitty products or products that don’t offer anything new are a bad idea in my opinion and they destroy the user experience.
I mean I come to this site for the interesting content. If the content become less and less interesting because of some paid posts, I’ll probably visit it less often.
So yeah to sponsored posts as long as it’s obvious at the beginning of the article that it is sponsored and that it will be interesting to the majority of people visiting the website.
Jeremiah
I appreciate your commentary on this topic. I read, and trust, toolguyd more than any other sites I’ve found when it comes to honest reviews and insight. I don’t think I realized or thought much about how much dishonest influence there is in the online tool world before reading this post and previous similar ones.
I really appreciate Your ethics and moral boundaries. I understand the slippery slope but with your honest approach and proper disclosure don’t see a lot of issue with what you choose to post to make a living. I know you won’t be bullied/bribed, and I trust that you will error on the side of more, rather than less disclosure when something appears as a conflict of interest.
What i like most about toolguyd is the honesty and the civil, experienced, intelligent, commentary from a wide variety of folks. I also think you do a good job of minimizing the useless fluff and calling attention to aspects of the industry not as visible to outsiders.
I found this site less than a year ago while looking for advice on tool deals, but I find the unbiased or honestly biased tool review content and comments to be even more valuable. Thanks and keep up the good work.
P.S. How long has toolguyd been your full-time job? Until this post I got the impression you were still otherwise employed.
Stuart
The answer is a complicated one.
I finished my research doctorate a few years ago, and although it wasn’t my initial intent, ToolGuyd eventually became my “full time job.” But I also had 2 kids and stayed home with them until they started nursery school. My daughter just started, and I’ve been transitioning back to full productivity.
I’ve worked with several magazines as an independent contributor or contributing editor. I’m not doing anything right now, but might start writing short reviews and articles again.
So right now, it’s fair to say that ToolGuyd is my full-time job.
michaelhammer
I’m with fred 100%. I run my business as he ran his and don’t have trouble making profits. I’ve been reading the responses here and can’t fathom why any loyal reader would want sponsored content here. Anyone can literally get that crap everywhere else. Stuart, the way you explained why you don’t except sponsored content is exactly why we read this blog. Even the ones who said they wouldn’t mind admitted that! What the dilly yo, you guys?!
Jerry
Also keep in mind that many will consider sponsorship an endorsement. Now, an article “brought to you by ABC tools, the maker of the worlds greatest drill bits” would be OK only if ABC drill bits WERE the greatest in the world. If they were of poor quality, many readers would associate their poor (or even dishonest) advertising with ToolGuyd, and possibly sully ToolGuyd’s reputation. Even with the disclaimer that it is a paid ad, and does not reflect the opinions of ToolGuyd, people will wonder why you’d even partner with a shady company. Granted, you can screen out the bad apples you see, but even then there might be the impression you praised ABC drill bits as much to keep the $$$ flowing in as you did because of their quality, even if they were really good.
D
Good decision I think. Honest reviews are the best reviews and I appreciate the honesty here.
Read any tool forum and you can tell who receives favours (free tools, sponsorship) from tool brands. They usually tip toe around discussions and never offer an honest opinion in any way that includes saying anything negative about a brand or tool. It’s all positive comments, and we know in real life no tool is perfect.
I know advertising helps fund things, but I can’t stand it’s influence on people and reviews.
fred
So much of today’s world is colored by money: those who have it and those who want to get it. We all have to eat – but things in the country are a far cry from when some folks met, just over 241 years ago in Philadelphia and decided to “mutually pledge to each other our Lives, our Fortunes, and our Sacred Honor,” The thought that “sacred honor” was given prominence by being left for last is something we’d all do well to consider.
KeithinKC
I read yours and Ben’s posts and treat them like they’re my buddies unbiased opinions. Sometimes I agree and others not so much. I still respect the opinions because they come from the heart for you guys.
That being said, this is one of the only sites I actually provide commentary to, and actively read the comments by the other readers. It’s a fantastic community akin to a local talk show with very active and loyal callers. Sponsored posts feel like you’re reading ad script. I don’t mind anyone making a living, so if you can do it with integrity and on your terms where it comes across as just another form of advertising, I don’t think it’s bad. If you have to sell your integrity to state that you love their tool when you don’t, or you use xyz tool when it’s a lie, that’s no good and your community will fold.
Tim
Put a big SPONSORED POST disclaimer over and under the post and if you can control it sell advertising to non tool sponsors and places like HD, OPT and other retailers.
Take your money.
You run a good site and should be paid as handsomely as you can arrange.
Anyone who would be upset by that could make a donation.
Joel
I think that what you are doing with ToolGuyd is great, Stuart. It is also great that you keep us readers informed and ask for feedback. I look to ToolGuyd for reviews that I can count on being honest and unbiased, industry information, deals, and the comments of some of the regulars like fred. Stick to your ideals, and keep up the good work.
Mattd
I agree with many others. I come here because your posts seem very open and honest. You even *gasp* point out flaws with tools. I read a couple other online publications just to see new tools coming out. I do NOT trust their reviews though because they are always positive. They can review 10 similar saws over the course of a year and they come out seeming to reccomend them all as a great buy.
Keep up the good work.
William
I agree. I’m always a little hesitant about Tool reviews that don’t give the negatives. Or even posts for “the best X” and everything turns out to be “equal”.
John
This is clearly a complicated issue and I appreciate you thinking seriously about this. But let me share my perspective as a reader, which is a lot simpler. Your blog is the only tool related site I read because it’s the only one that is a real blog with content made honestly in good faith by real people. You clearly take this stuff seriously, and it shows. If I can’t trust the site, it simple becomes one of the dozens of other sites that basically just publishes press releases.
The other problem with sponsored posts is you become indebted to the companies sponsoring you. Whether it’s conscious or not they become your revenue stream and at the very least you want to make sure you don’t piss them off too much. And if you do stick to your guns and give 100% unbiased reviews, then the sponsorships will dry up and you’ll be right back where you are now.
So I don’t see any way sponsored posts can make sense unless you have another larger source of revenue for the site, in which case why would you need sponsored posts in the first place?
Aaron
This. Used to follow many, now just this one. What happens when you are considering a negative article vs a sponsor?
The whole online mattresses sponsored review thing is pretty terrifying.
Matt
I trust you to do the right thing Stuart. People come to your site because there’s an old fashioned feeling of honesty and integrity here. That’s hard to find these days. This is the only tool blog I visit daily whether I post something or not. And that’s the number one reason. I trust your site and value your opinion. Trust in earned, not given freely. You’ve earned the trust of your visitors so…
I also suspect manufacturer’s realize this and would like to take advantage of that fact. Which in and of itself is understandable and not necessarily all bad. But it’s a slope that (could) get very slippery. We were once both Craftsman guys, until we weren’t. While this isn’t an exact parallel, it’s the same in principal. When there’s a feeling of betrayal or loss of trust in something, you tend to move on.
That said, while I love the way things are, you need to do right by your family first. As a loyal visitor, I think transparency is the key to threading the needle you sound like you may at some point need to thread. Transparency is core to keeping honesty and integrity alive and well here. You’ve just got to check yourself when you make a decision. We all do.
As a side note, I’m looking (hoping) for information overload the second half of 2018 with the launch of new Craftsman! I just want to believe again.. 🙂
Bill C
“It seems to be the norm now for reviewers and Instagrammers to accept money to be somewhere, or to provide show coverage for a brand, and to not disclose it.”
It may be the norm, but its in violation of FTC guidelines and will eventually get those reviewers and influencers fined.
Mike47
You have what few people seem to exhibit anymore…Integrity. I value that highly in people, especially those in the public eye. Regardless of what rules apply to your practice of reviewing tools, you have an inner compass that steers you down a path of what is right to do. Stick with that please. I read your site daily, it’s part of my life and I’d hate to see it change any slight bit for the worse. Thanks for what you do.
Dust
I read every day, I also check r/tools and protoolreviews. I don’t enjoy either of those half as much, I want honest opinions not shill-bits.
Thanks for keeping it real, you guys really are putting out premium content. I really appreciate it.
mizzourob
Agreed, 100% and thanks for not having pay for play sham tool awards either!
ktash
I was recently looking at sliding miter saws. In making such a purchase, I would generally look at various youtube reviews and associated comments. One reviewer’s associated comments were telling. The reviewer had various positive things to say and a few lukewarm things about one saw. In the comments there were interpretations of what the reviewer really meant by the lukewarm/neutral statements. Basically it was that a key aspect of the saw sucked.
I tried that saw out since I didn’t find any other warning signs in other reviews. The saw did suck in that way and was returned the next day. But it was like being part of a royal court where veiled or very subtle remarks needed to be interpreted since no one says what they really mean, lest one anger the king or queen. Such a waste of time.
Yours is the only site I read regularly. Your reviews are different in tone. The comments are also great and no trying to figure out hidden clues to what is really meant.
Nathan L
It’s got to be tough to make a living sharing your experience and opinion with the world these days: there are millions of yahoos willing to sound off at full volume for the attention alone, millions more for do it for a song… and everyone else is a critic!
To build up a respected resource with such great participants as fred and keep it moving along is a worthy achievement and sticking to your instincts is obviously working.
Kudos
Tom
Yours is the only tool blog I have bookmarked and visit regularly. And this is why. Keep it up.
mizzourob
On the topic of sponsored posts. I would be cool with it as a reader if the post was 100% your own words and not copied and pasted from a marketing rep and was uncensored. If brand X wanted you to do a sponsored post about their new wizzbang tool and you got to see, hold, touch etc. the product, ask questions, and then write a piece about it, sure no problem. In other words if it were done like your other reviews but they simply paid essentially to be moved to the front of the line of planned posts, no problem.
If such a post were, on the other hand, about a tool you’ve never seen or held, *and* most of the text was straight from the company *and* censored from critique by the company then that is, to me, a loss of trust. The biggest issue is if you cannot comment freely, in your own words, about the product or offer critical commentary due to sponsorship agreement, then the shark has been jumped.
Hans
I honestly think of it differently than you do, Stuart. Or perhaps it’s a different view on what a sponsored post really is.
The key point is that a sponsored post is just that, it’s YOUR post, but someone paid you to write it. That does not mean that they have influence over the content (while brands think they do; they don’t.)
I do a lot of sponsorship deals where I talk about one thing, and mention ‘hey btw, this post/video/etc was brought to you by brand XYZ’. And brand & post can be completely unrelated. It’s just a means for the brand to attach their name/product to your content. The same as with a sidebar banner, but now just more targeted and highlighted.
Or it can be a post which doesn’t necessarily contain a vision and an opinion. I did a sponsored post on building a hardwood outdoor table, the sponsor was the supplier of the hardwood. Nowhere in the article did I mention the quality of the wood or my satisfaction with the supplier, just that that the post was ‘brought to you by’ brand X. When you write about upgrades you do to your workbench, why can’t that be sponsored by Bosch/Milwaukee/whoever?
Curious for your opinion and vision!
Stuart
Sponsored content is different than sponsored post.
I am open to having sponsors or sponsored content, where a brand or company provides the funding for a project, time-consuming testing, or other type of activity, in exchange for some objective publicity.
A sponsored post is different, where the content writer is paid to discuss a brand, product, or topic.
In a sponsored post, the direction of the post is not your own, although the words might be.
When you listen to the radio, when they thank “Local Auto” for sponsoring a show segment, that’s a sponsorship. When the DJ talks about “Local Auto” being their favorite place to buy new cars, and how the staff is awesome, friendly, and non-pushy, that’s akin to a sponsored post.
Here’s a quick test. Would the post fit in on the sponsor’s website if they had their own blog? Then it might be a sponsored post. If not, then it might just be sponsored content.
Given your example, a sponsored post by the hardwood supplier might be titled: “Why Hans’ Hardwood Supplier is the Best Place to Get Your Project Lumber From.”
“When you write about upgrades you do to your workbench, why can’t that be sponsored by Bosch/Milwaukee/whoever?”
That’s the kind of thing I AM open to. =)
Hans
Thanks for clarifying your vision. In that regard, sponsored posts are a big no go for me too. But the lines can be very, very blurry.
Is it sponsored content when a sponsor asks if a certain word or sentence can be removed because they don’t want to be affiliated with that?
Is it sponsored content when they strongly ask you? Or even demand it?
Aaron
I don’t have the cash on hand to buy perfect tools, so the most important thing for me is knowing that the compromises made by the tool are the right ones for my need. When I buy things I check the negative reviews because I want to make sure I can live with the faults. A tool review that doesn’t include faults is of no use to me. If you can convince a sponsor of that then you should take their money.
Edgar M.
Stuart, over at amazon they have the Dewalt dcd797D2 hammerdrill for 185 USD, do you think it is a deal worth mentioning? I looked up the dcd796D2 in price trackers and they are usually around 220 USD
MFD
Stuart, I think there is a way to do sponsorship responsibly. I’d check out the Daring Fireball blog and research how Jon Gruber handles sponsored posts and sponsorships.
smee
A site that I read occasionally (that has nothing to do with tools) has been including sponsored articles. They are marked, but the print is small and it is not always obvious.
They usually have very informative sounding headlines/titles and make it seem like you will actually be learning something by reading them. But in the end, they are always promoting the features of the product that the sponsor manufactures and telling you how important those features are in order for you to be successful.
A completely made up example: How to Reshingle Your Roof, brought to you by ABC Shingle Company. They could lay out all of the steps, tools, etc. and make sure that they emphasize that you need to use purple shingles in order to best protect your house. Gray shingles do not represent the latest technology. And of course they are the only ones that sell purple shingles.
This is especially easy to do when they make up names for technologies or processes that they have trade marked or are the only ones who use. Then you’ll naturally be drawn to their products.
Don’t sponsored articles also set you up to be used as a reference on other sites and in other articles? You don’t want to end up with other places referencing “ABC Shingles, as reviewed/seen on toolguyd.com” complete with quotes from their own advertising material in the articles.
The yeti
Be easy enuff for abc tool co to do a give away type event co branded with tool guyd. Then you dont need to write a glowing review. Its just free stuff.
Might be a clever way to profit and save face .
Craig
I love this site and everything you do here Stuart. Personally, I don’t see a big issue with accepting money for posts as long as you disclose things the way you said you would and keep your reviews honest like they are now. What would really change if you took money? Would it just be a matter of putting certain sponsors’ tools at the top of the list for review? If that’s the case I don’t see an issue at all. No matter what you decide, I’m sure you will continue to do your job with the utmost integrity.
On a side note, the birdhouse is pretty cool!
Mau
In my extremely humble opinion, you should try some crowdfounding, at least to finance particular events or projects that could interest the readers. You could simply open a paypal account, anybody willing to contribute (and I’m sure there are many) will be able to do so by a simple click (even setting up recurrent payments), who doesn’t want to, or simply can not, will simply keep reading the site for free.
RCWARD
Good for you Stewart, and good for us too. Hope you can resist as long as possible I know it has to be tough turning down the cash, but it’s the right thing to do. Nice job!
Alexey
If one day ToolGuyd comes to a choice between ANY kind of paid “material” or paid subscription for a reader, please-please choose the 2nd.
I would love to pay a little to read your opinions, not scripted BS.
And I have my own reasoning to say of the above. One day I will want people to tell me truth about stuff I will be doing, and I will need good people like you to provide honest answers without sweeteners.
Jeremiah
I agree, and would be happy to contribute if asked as I’m sure many of your other readers would.
Joe
It’s your business….it’s your family…I respect you…..my company or example turns down work all the time if I would have to compromise my level of quality to get a job done within a given time frame.
On the other hand we have never advertised in 30years and we never misssed 1 day of work, 6 days a week …because we won’t compromise our quality for anyone.
I get putting food on the table, but reputations last a lifetime…tough to get back..
I personally read and contribute because of who you are and what you represent,honesty,integrity intelligence…..there are many blogs,but one Stu…
It’s a shame so many YT reviews are sponsored and the host is bought and paid for…one guy I admire AVE, he doesn’t take anything for free from any company. ……
So , in the end I hope you stay true to who you are and what you do. ,thanks
ktash
There have been a few mentions of making a post about a product a priority, moving it to the head of the line, and this being ok. I disagree. There are lawsuits against Google because they pushed someone’s company down on the list because they wanted more revenue. These aren’t the sponsored links which are clearly marked. I rarely use Google for searches, though I once did. The commercialism ruined their search engine, and there are better choices.
Dwain (oztooltalk)
Love your openness Stuart. I hold pretty much the same line for oztooltalk. No sponsored posts, but would entertain ideas around sponsored projects etc. Above all, transparency with the audience about what you are actually doing.
Jonathan
This is a perfect example of an impartial reviewer of tool related items.
I think that your the only Tool oriented website that I’ve read that has done reviews about Harbor Freight tools, that were not hit pieces or HF bashing but gave honest and “shockingly” positive review about HF tool(s). While I have a handful of occasional use tools, or tools that may sit for years after being used for a single project, (i.e carpet stretcher/knee kicker) and have sat lonely in the dark collecting dust tucked in cabinet corner, a lot of the tools are at price points for the new home owner ( I member being house poor for about 6-12 months after buying our first house before the days of NINJ loans and 3% down first time buyer programs) but might be a good intro tool(s) for them, I personally think that Ryobi combos might be a far better starter set, but we have come along ways from the socket sets and screwdrivers from the ROC sold in the independent hardware stores and some ACE/True-Value stores in the early 80’s that seemed to be made from pot metal and were often single use items.
COO does matter but its really hard not to buy items that originated in the ROC and sometimes with some products even M.I.USA quality can be lacking.
As well you also review and post on non-mainstream tool topics, i.e. CNC machines, syringes, Wago wire connectors, etc So you cover a broad tool area not just the box store offerings of hand, corded and cordless tools.
I digress, I enjoy your independent tool reporting that is fair an balanced, and also an aggregator of tool deals to boot.
Thanks!
Oleg K
How is it different from what you do now? I’m not trying to be a dick or call you out on anything but if you tell me that Amazon doesn’t pay you for promoting their website and all the toll companies you talk about with such passion at times (like Husky’s super warranty that hasn’t changed a bit but you tried to sell to your readers like a cure for cancer) pay you money for doing so my opinion of you would instantly drop.
All you have to do is what every other blog does and make sure others know it’s being sponsored directly and unabashedly, unlike your very subtle blog posts 🙂
Once again: I love your blog and don’t want you to think that this is me trying to ruin you or your credibility, I just think that a blog about tools isn’t one of those places where a person has to worry about his credibility being ruined by making profit off his passion, there are places where that happens and they’re called churches!
Stuart
Yes, we have affiliate partnerships with a number of retailers. But none of them put a message or words in my mouth. And if things ever get disagreeable, say if a retailer wants me to add code that lets them track readers’ actions and behaviors beyond purchases through a link, I can say no and take everything down in less time than it takes me to write this paragraph.
With affiliate links, I am in control and full control. With sponsored posts, even if the author’s words are their own, the topic or message is not.
Husky never paid me a dime. Home Depot never paid me a dime to say anything about Husky. It’s good to be skeptical, but you’re exaggerating
I must have known about Husky’s guarantee, but they’ve been promoting it heavily. I found their recent language cute, and posted about it. https://toolguyd.com/husky-tools-forever-guarantee/
Read it again. I’m not trying to sell anything. There will be another post about it later this week.
I’m not worried about my credibility, I’m cautious about the ethos I forged ToolGuyd around.
I have changed my mind about some things, and recent discussions led me to consider my stance on sponsored posts. I remain vehemently against it, but I’m sure I do have a price, now or someday. It would likely take a Kardashian sum of money to move me from my firm position.
Charles
Many years ago there was a very good site that reviewed electronic gadgets. Originally it was just two women reviewing the stuff they had. It seemed quite honest and had a large following. Whenever I was looking for something, I’d go to that site to see if it had been reviewed by Julie.
As they got better known, manufacturers would send them stuff to review but they stayed brutally honest. They added new reviewers that were also quite objective.
At some point they started to do sponsored articles. It became difficult to distinguish the “real” reviews from the fake ones.
I haven’t been back to that site.
I want to keep coming back here.
Stuart
I don’t know what happened, but they’re no longer in my RSS feed either – I must have stopped following them at some point, too.
SteveW
After reading just a few paragraphs and skipping all the “atta boy Stuart!” comments I thought to myself: Any review of a product sent free of charge by the manufacturer or representative is a paid review and therefore a sponsored post.
Jonathan
I was thinking to myself that SteveW seems to be either a new reader here or he applies the same non-R.I.F. approach aka TLDR; method.
Stuart, to my understanding does not keep any of the free tools that manufacturers send him for review. You can search for the manu tool giveaway posts, that people who are interested reply in the comments.
I’m not sure if the S&H is paid foe by Stuart, Toolguyd website/Co. Or the manufacturers.
I’ve multiple post where he stated he ordered XYZ tool/item so he could review it.
A recent post of Ben’s he turned down DeWalts offer to send him for free the 20V chainsaw so he could review it unbiased, and was aware of the fact that he might have a bias to justify the purchase to himself. Awareness of the issue allows greater objectivity.
I belive he also makes it a point to manufactures that in sending him a tool doesn’t = Postive review and he does share the tools food and bad points.
In many ways Toolguyd is like the Consumer Reports of 15-20 years ago before it had a web presence. I trust CR now about as much as I trust a politican from any political party.
Yet, in this day where we have come to expect so much for free, it can be hard to monitze a website, much less survive and build a readership, even harder to enact a paywall.
Stuart
If a sample comes in, and I want to keep it as a personal tool, I find a way to “balance” things, such as with a giveaway https://toolguyd.com/tronex-precision-pliers-review/ . That rarely happens, as I buy everything I need.
I still use some samples, but my goal is to donate or give everything away.
Most tools have been going to local contractors, tradesmen, specialists, the local high school, habitat for humanity, or through the local Home Depot to the local volunteer firehouses or other public service organizations.
I have 3 strict rules when it comes to samples:
1) Incoming tool samples aren’t payment/compensation/bargaining chips. On a few brands/retailers/contacts have ever wanted to treat them as such, and so it’s not usually a problem.
2) Tool samples can NOT EVER be sold. That means no ebay, Craigslist, forums, whatever. NEVER EVER!!!
3) I cannot accept any goods or services in exchange or show of appreciation for donated or passed along tool samples. Period. That way I don’t have to consider things on a case by case basis. That means no money, trade, or even a gift card to the local, Italian restaurant.
When tool samples are sent to readers or STEM teachers, we pay the shipping and handling.
We buy some samples, for various reasons. Usually, it’s because I don’t have a contact at a company, or because it’s a tool I want or need to use.
If not for tool samples, my exposure would be extremely limited. I know some people buy tools at Home Depot, test or review them, and then return them, but that’s not something I would do.
My ultimate goal is for a “zero balance” over time, where tool samples donated = tool samples received.
Brandon
Hi Stuart
I’m really glad to see this post and I appreciate your firm stance very much. I have a niche tools website that is a baby compared to yours and I admire both your success and your hard work, on top of your business ethics. I truly hope to attain a similar level of success with my site!
About your topic, I’ve unfortunately seen more than a few “reputable” (or at least well-known) businesses who are literally selling-out behind the consumers’ backs and not disclosing that information in the slightest. At best, this isn’t honest, but at worst it’s actually causing people to not get the unbiased product or service they need or think they’re getting. As I focused on my website more and more over the last couple of years, I’ve learned about several cases where a website becomes so successful and/popular that the sponsored money essentially trumps anything even slightly resembling unbiased content. In the end, it’s just like watching the news on TV–we have no idea of what we see is the truth or not, but they sure package it and present it like it is! The other sucky part is that they’re making so much money from selling-out that it becomes more and more easy for them to present their product in an eye-pleasing, catchy way which makes people trust them and keep buying.
As one of the other guys said, stick to your guns and keep doing what you’re doing. I envy your success and hope that I can learn more from your example. Thanks so much!