I first published music4dance in 2013 and, within a year or so, started seeing traffic measurable in the thousands of active users per month. Usage plateaued there for over a decade, but last year, the numbers started climbing rapidly – into ranges better measured in tens of thousands. Now these are very rough measures from analytics, and there are some conflating issues which I’ve noted on my tech blog if you’re interested. And, very importantly, there has been a steady increase over the years of highly engaged users – those of you who vote on dances, email me with issues, and generally keep me mostly in line with dance knowledge.
In any case, the issue at hand is that music4dance has never paid for its own server costs, which has been fine with me in the past, because I get enough out of running the site that I am willing to cover the server costs, and I count my time as well rewarded by the support of the community. However, running a site open to the public has the quirk that expenses can be unbounded as traffic scales, or conversely, the site can slow down as traffic increases.
Music4dance has both of those problems. I haven’t done the engineering work to allow all resources to scale with usage. So things will slow down as more people use the site, possibly to the point of making it unusable, depending on the number of users and what they are doing. On the other hand, some resources are unbounded, such as network traffic costs, so I’ve seen costs spike.
Now, this would all be good if revenue scaled with usage, as an order-of-magnitude or more increase in revenue from both ads and subscriptions would not only cover current costs but also let me put in place some of the things that make a site scalable. However, revenue is not scaling at the same pace as traffic.
Ad revenue has grown by less than double, and since it’s only ever covered a small fraction of my costs, that’s extremely disappointing. I suspect that many people have ad blockers running, and I recently noticed that running my browser in incognito mode appears to act as an ad blocker, so many people may just not be seeing ads. Besides, ads uglify the site.
Subscription revenue has increased over the last year (thank you, everyone, who has subscribed or renewed, I really appreciate the support). And also thank you, everyone, who has spread the word and helped create the “problem” I’m dealing with now – please keep it up; the last thing I want is for usage to go down as the solution.
Given those two factors, I’m going to put on my (very shabby) marketing hat and start moving the site to a purely subscription-based model rather than the current hybrid ad and subscription model. Let’s see what we can do about getting some of the wonderful dancers who use the site regularly to add a premium subscription to music4dance to their budgets. To this end, I’m reducing the number of pages that show ads and replacing them with an obvious (but hopefully not too annoying) plea to create an account and upgrade to a premium subscription. If this works, I’ll eventually remove external ads completely.
Why am I telling you all of this?
- If you are a premium subscriber and start seeing new messages asking for your support, please let me know – that would be a bug. My promise to premium subscribers to keep the site ad-free for them is intended to include this kind of “internal” advertising as well.
- If you aren’t a premium subscriber yet but get something from the site, please consider subscribing.
- If you find these nudges annoying and would prefer to support the site in another way (or already are), please get in touch with me. For instance, I had considered writing code to drastically reduce the number of nudges for folks who cast many votes or add many songs per month. But I think we can accomplish this manually for now, and I’ll write the code if it becomes an issue (and would be very happy to do so).
- Since this whole line of reasoning is based on server load, please let me know if you’re seeing significant sluggishness when using the site. I’m especially interested in which pages you notice and when this happens. I am working on ways to reduce those issues without drastically increasing costs, and I can be more effective in my efforts if I have actual reports of sluggishness.
Thanks again to everyone who is already contributing to music4dance in one way or another. I hope this wasn’t too in the weeds of the business of running the site. I promise next time to get back to some fun features of the site or to an observation about music and dance.
As always, please let me know if you have any thoughts about the subject of this post or the site by commenting below or using other feedback mechanisms listed here. And, as previously noted, if you enjoy the site or the blog (or both), please consider contributing in whatever way makes sense for you.



