This morning we received the following message from Rockler Woodworking and Hardware:
hi Rockler affiliates –
We have made a business decision to close down our affiliate account, effective immediately. Please remove all text links and/or banner ads immediately. Thank you so much for your interest and participation in this affiliate program over the years.
Please let us know if you have any further questions on closing down this program? Thank you again for your support over the years.
Affiliate Manager for Rockler
Rockler has shut down their affiliate link program, where sales through special links would result in a small referral commission for enrolled websites, including ToolGuyd.
Update 8/27/19: Our links are back up! We will be transitioning to an alternate Rockler program in coming weeks.
A couple of online tool retailers have shut down their affiliate programs in recent years, with some doing so to better fund “brand ambassador” and “social media influencer” campaigns, and others because coupon and deal sites rack up huge affiliate fees and sales commissions without generating new leads.
We could only guess at what Rockler’s reasons could be, but it wouldn’t be productive to do so.
With Rockler shutting down their affiliate program, all of our links to Rockler are BROKEN. We have links to Rockler spanning 10-1/2 years of content, and it will take considerable time and effort to remove or replace all product links.
Broken links are a huge inconvenience for everyone, and it’s unfortunate that this happened and with zero warning or notice.
Until we can search through years of content and thousands of posts to replace a couple of hundred Rockler product affiliate links, we set all of our existing Rockler affiliate links to redirect to this page. The decision was to either leave all of the links broken for now, or to take a very short moment to set the server to redirect all of our existing Rockler affiliate links to this post explaining what happened and why.
Thus, if you’re seeing this page instead of a Rockler product page as expected, now you know why. Rockler terminated their affiliate program without notice, and we have not yet been able to update hundreds of links in more than a decade of content and coverage.
We will of course still post about new Rockler tools and products as before. Lee Valley, for instance, does not have an affiliate program and we can’t sing enough praise for them.
As a business, these types of moves are always souring, especially when they’re abrupt and inconveniencing. Rockler has been good to us over the years, and although this is highly frustrating, I’m trying to not take it personally. I have also had great experiences as a Rockler customer, and can continue to recommend them.
Long-time readers might be aware that we don’t post to Woodcraft anymore. Woodcraft terminated their affiliate program a few years ago, and I also haven’t ordered from them in about as much time. Out of sight, out of mind, nothing to post. Woodcraft used a self-hosted affiliate link system, and so although all of our links no longer take you to the right product page, they still navigate to Woodcraft’s website and their “content not found” page. Rockler uses a 3rd party system, and so within a day or maybe the end of the month, all of our existing Rockler affiliate links will no longer take you anywhere. This is why this post and setting the server to redirect all existing Rockler affiliate links is necessary.
Our treatment of Rockler won’t be the same as Woodcraft because there are occasionally new tools for ToolGuyd to cover, and new or existing tools that continue to gain my attention as a customer, affiliate program or not.