Welcome to our in-depth Food Blog Income Report for December 2017. This comprehensive report goes beyond mere numbers, offering a transparent look into our monthly performance regarding website traffic, revenue streams, expenditure, and the strategic decisions that shaped our growth. This analysis is meticulously crafted to be an invaluable resource for aspiring and established food bloggers eager to optimize their platforms, enhance monetization efforts, and truly understand the dynamics of a thriving online presence.
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December is a fascinating and often contrasting month for food bloggers. While many in the culinary sphere might experience an unprecedented surge, celebrating soaring RPMs and monumental traffic spikes, declaring their ad revenue sufficient to pay off major debts:
“OMG, my RPM is reaching $20, and my traffic has skyrocketed by 1000%! I could literally pay off my car with this month’s ad revenue alone!”
Clockwise from top left: Paleo & Vegan Peppermint Frosted Brownies | Whole30 Instant Pot Bone Broth (That Gels) | Easy Prime Rib Recipe with Au Jus and Perfect Creamy Horseradish Sauce | Whole30 Cranberry Chicken
For those of us entrenched in the health food niche, particularly with a focus on Whole30 and Paleo recipes, December often presents a different, albeit strategic, challenge. Our thoughts, rather than dwelling on immediate holiday success, turn towards the imminent future:
“My January traffic is going to be great… right? Right?!”
Indeed, December for health food bloggers can feel like treading water against a festive current. Despite my dedicated efforts to produce Whole30 and Paleo recipes that beautifully align with winter festivities – think comforting casseroles or lighter holiday alternatives – the immediate audience engagement felt muted. It seemed no one was actively searching for my acclaimed egg roll in a bowl or my flavorful Mexican chicken stuffed sweet potatoes. Instead, much like ourselves, the general populace was indulging in chocolate-dipped peanut butter balls at the third office party of the month and relishing takeout leftovers at home. This period of widespread indulgence meant a temporary dip in enthusiasm for stringent dietary content.
However, this apparent lull proved to be a strategic pivot point. My January traffic, as anticipated, surged to phenomenal levels – exceeding even my optimistic projections. This experience was a powerful lesson in understanding seasonal shifts and proactive content strategy. Moving forward, instead of trying to capture the elusive holiday audience directly, my focus for next December will decisively shift to preparing for the inevitable wave of New Year’s resolutions, particularly the demand for Whole30 content. It’s a classic case of “live and learn,” where understanding audience behavior dictates future content planning. This doesn’t mean I’ll abandon all paleo treats; rather, my strategy will be to lay the groundwork in December to empower everyone to smash their New Year’s goals with delicious, healthy recipes.
Reflecting on December, despite the unique challenges for my niche, the overall performance was robust. My RPMs (revenue earned per 1000 pageviews) hit a seasonal high, a testament to the increased advertiser spending during the holidays. Moreover, my traffic remained remarkably strong, showing a clear increase right after Christmas – precisely when individuals typically begin contemplating dietary resets. A significant aspect of my work involves sponsored collaborations, and this month highlighted the importance of niche integrity. I declined several lucrative offers for products that didn’t align with my brand, such as sodas and sugary snacks, prioritizing authenticity over quick revenue. On a positive note, freelance food photography provided a substantial boost to income, a revenue stream I intend to cultivate more intentionally in the future. Ultimately, my overarching goal for 2018 is to strategically enhance sponsored work, forging partnerships with brands I genuinely admire and who recognize the true value of our high-quality content. The journey continues, and I’m optimistic about what’s ahead.
Now, let’s delve into the specifics – the hard numbers that tell the story of December 2017.
Traffic Overview: December 2017 Performance
Our website traffic in December followed a distinct pattern, reflecting the holiday season’s unique rhythm. Pageviews remained steady through the initial weeks of the month, a period often characterized by holiday preparations and indulgence, which typically diverts attention from health-focused content. However, a significant and highly anticipated increase commenced the day after Christmas. This surge is a clear indicator of our audience shifting focus towards health and wellness, likely driven by post-holiday reflection and the onset of New Year’s resolution planning. Comparing the first 30 days of December with the entirety of November, our pageviews experienced an impressive growth of over 8%, underscoring the resilience and strategic positioning of our content.
Total Pageviews for December 2017: 375,763
Detailed Income Breakdown: Driving Revenue Streams
Transparency is key to these reports. It’s important to clarify what income is included. I strictly account for freelance work that is a direct outcome or extension of my food blog and online presence. For instance, this month I contributed to a nonprofit client’s year-end campaign; while my blog undoubtedly played a role in their decision to hire me, the work itself isn’t directly related to its core operations, so it’s excluded. Conversely, my freelance food photography services are a direct consequence of my online portfolio and reputation, making them a valid inclusion in this income report.
- Sponsored Posts: $775. December saw the publication of two sponsored posts. These were on the lower end of my usual rates, primarily due to pre-existing agreements with a long-term client whose rates were set before my blog achieved its current traffic volume. A significant goal for 2018 is to strategically renegotiate and secure higher-paying sponsored partnerships that truly reflect our audience reach and content quality. This involves a deliberate focus on time-efficient strategies and cultivating relationships with premium brands. I look forward to sharing positive updates on this front in future reports!
- Ad Revenue with Adthrive: $6,902.84. Our ad revenue, managed through Adthrive, was a substantial component of this month’s earnings. The RPM (Revenue Per Thousand Impressions, essentially pageviews in this context) was calculated at $18.37 ($6902.84 / 375,763 pageviews). While this was slightly lower than November’s RPM, which often sees peak holiday advertising rates, it still represents a robust performance. We are continuously analyzing whether this slight dip post-December 25th is a typical seasonal adjustment or indicative of other contributing factors, allowing us to optimize for future periods.
- Freelance Food Photography: $1,700. This income stream is a direct testament to the value of building a strong online brand. I’ve collaborated with this particular client for several years, and they initially discovered my photography work through my blog. It highlights how a well-maintained blog serves as an effective portfolio and a gateway to external professional opportunities.
- Product Sales: $1,240. This category encompasses all direct sales from digital and physical products available on my site. It includes sales of my popular food photography presets and my comprehensive ebook, “Improve Your Food Photography Almost Instantly.” This month also marked the exciting launch of my cookbook, “The Paleo Instant Pot,” and this figure proudly reflects the initial sales generated post-release. Cultivating and selling proprietary products is an excellent way to diversify income and offer unique value to our dedicated audience.
- Amazon Affiliate Sales: $423.08. Affiliate marketing allows us to earn a commission when readers purchase products through links on our site, at no additional cost to the buyer. While this figure shows steady growth and is a promising area, I am actively seeking strategies to further enhance these earnings. The increase observed is encouraging, yet we continue to explore new approaches to maximize the potential of affiliate partnerships.
Total Income for December 2017: $11,040.92
Essential Expenses: Investing in Growth
Running a successful food blog requires strategic investments in key services and tools. These expenses are vital for maintaining site performance, reaching our audience, and producing high-quality content. Here’s a breakdown of our operational costs for December:
- WPOpt: $43. Our website host, WPOpt, is truly exceptional. Their service ensures our site remains incredibly fast and reliable, which is crucial for user experience and SEO. The inclusion of an HTTPS certificate is a significant convenience, eliminating potential technical headaches. WPOpt offers various hosting tiers to accommodate different traffic volumes, providing scalable solutions for all bloggers. While I anticipate needing an upgrade soon due to growing traffic, the current plan admirably handles our volume. I highly recommend them for their outstanding performance and support.
- Mailerlite: $65. Our email list is an indispensable asset, directly contributing to traffic and fostering a loyal community. Its rapid growth necessitated a more robust email marketing platform. Mailerlite has been a fantastic, affordable solution for managing a large subscriber base. As we continue to expand, we are evaluating options like Mailchimp or ConvertKit to further enhance our email marketing capabilities and automation.
- Adobe Creative Cloud: $50. The Adobe Creative Cloud suite is fundamental to our content production workflow. As I engage extensively in design, photography, and videography, access to tools like Premiere Pro (for video editing), Lightroom (for photo editing), Photoshop (for graphic design and retouching), and Adobe Illustrator (for vector graphics) is essential. The $50/month subscription provides immense value for the breadth of creative work undertaken for the blog.
- LinkMyPhotos: $5. This service efficiently links our Instagram photos directly to corresponding blog posts, streamlining the user experience and driving traffic from social media. While LinkInProfile is a popular alternative, LinkMyPhotos offers comparable functionality at half the cost, representing a smart, budget-friendly choice for social media integration.
- Food Blogger Virtual Assistant: $600. Investing in a virtual assistant has been pivotal for scaling our operations and maintaining productivity. My assistant provides invaluable support across numerous tasks, from identifying engaging social media content to assisting during photo and video shoots, and managing countless administrative duties. This delegation allows me to focus on high-level content creation and strategic planning. She is an exceptional talent and is currently accepting new clients for those seeking professional assistance to grow their food blogs.
Total Expenses for December 2017: $763
Net Income for December 2017: $10,277.92
This report marks a deeply significant anniversary for me. Exactly one year ago, I was navigating a period of profound uncertainty and fear. Having just quit my full-time day job and simultaneously embarking on a move into a new home, the weight of financial responsibility was immense. My initial hope was to sustain myself purely through existing freelance income, and I even considered returning to the agency world. However, this period also brought a pivotal realization, a moment of clarity where I distinctly thought, “Wait… I think I can actually make this work.”
It was around this time that I cautiously began experimenting with Whole30 recipes, sensing a potential burgeoning demand in this niche. The turning point truly arrived just as I was about to publish what would become one of my most popular recipes: my Whole30 Zuppa Toscana. A powerful question crystallized in my mind: “What if I channeled as much energy, dedication, and strategic thinking into my own blog as I consistently poured into working for my clients?”
And so, that’s precisely what I committed to doing. I embraced the challenge with everything I had, giving it “the old college try,” and the results, one year later, speak volumes: generating over $11,000 in monthly income directly from my blog. Along this transformative journey, I gleaned invaluable insights, adopted rigorous practices, and made unwavering commitments that propelled my blog from merely covering our Netflix subscription to comfortably paying all our household bills. This profound evolution fuels an undeniable drive within me to share this hard-won knowledge with fellow bloggers who are poised and eager to elevate their own platforms to the next level of success. On an exciting note, I am still selectively accepting a few “guinea pigs” for my food blog coaching program at a reduced rate, as we refine it before its formal launch as a comprehensive group coaching course. If you resonate with this journey and are ready for tangible growth, I encourage you to get in touch!
Reaching this “next level” has been profoundly rewarding, not just financially, but also creatively and personally. It brings a sense of respect and validation that was often absent in my previous professional experiences. There’s a tangible shift from actively “selling yourself” to others proactively seeking your expertise and wanting to collaborate. This newfound position offers unparalleled freedom and flexibility, allowing me to align my work with my deepest passions.
Admittedly, there remains a segment of society that struggles to comprehend that what I do constitutes a legitimate career requiring significant time, skill, and generating substantial income. Explaining my profession can sometimes be met with a subtle dimming of enthusiasm in their eyes, often followed by a patronizing “Oh, that’s cute!” – as if I’ve just confessed to a quirky hobby rather than a serious enterprise. It’s a perception battle that many online entrepreneurs face, but one that pales in comparison to the immense benefits.
The freedom, flexibility, and genuine passion I feel for my work quadruple, no, multiply a gazillion times over, any dismissive reactions. It’s the thrill of co-founding a food blog and restaurant design agency with the most brilliant designer and developer I’ve ever encountered. It’s the immense satisfaction of partnering with clients whose work I deeply admire, helping them to meticulously craft their perfect brand presence. It’s the sheer joy of conversing about food all day long and experiencing the excitement of receiving innovative new products in the mail to test and review daily.
I’ve said it before, but it bears repeating: this truly is the best job ever. ❤