It’s very tempting to try and sell ads yourself—afterall, since you do all of the work why shouldn’t you get all of the ad revenue? Other than DIY programs like Google AdSense, I suggest that you let someone else take care of ad sales. There are a couple of reasons:
- If you hire a (good) professional, they are bound to be better at selling ads than you are. You could probably blog circles around them, but they can outsell you with their eyes closed.
- Separation of church and state. By this I mean the editor of the site isn’t the one collecting ad dollars. There’s a separation (though a loose one, you still have the final say over advertising deals) between your site’s content and its advertising. You wouldn’t want your newspaper’s writers also selling the ads. No investigative reporting would ever happen!
Since this is a comission business, your representative has it in his/her best interest to sell the highest dollar amount.