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My Blogging Income Breakdown for the First Half of 2016

Posted By Darren Rowse 12th of July 2016 Blogging for Dollars 0 Comments

It’s been a few years since I did an income report here on ProBlogger for my business, and so while I was pulling together some reports for the end of our financial year I thought it might be good to give a little insight into where the income on my blogs comes from.

As in previous years I don’t want to get into specifics of exacbt dollar amounts, and instead will keep this to be a percentage-based report to give a feel for the income streams that have been worthwhile for us.

Note: we’re also currently doing a study into bloggers income levels. You can participate by filling in this confidential survey.

This report is based upon the first six months of 2016. Here’s a snapshot (click to enlarge):

Blog income report

Before I get into each section – let me make a few explanations.

Firstly – this is for my total business and includes the income from both ProBlogger and Digital Photography School (dPS).

To give you some insight on the differences between those businesses – dPS is around 8 times larger than ProBlogger both in terms of traffic and income. I’ve included the logo of each business in the different sections that is relevant (i.e.: we don’t run AdSense on ProBlogger and the event and job boards are purely ProBlogger related).

Secondly – I’ve tried as much as possible to show you the profit of each sector rather than the total revenue that each generates.

I’m not able to get exact on this as the businesses do share some expenses (development, servers etc) but I’ve attempted to take any direct expenses that each income stream attracts.

This is why our ‘Event’ is a relatively small piece of the overall – while it generates a lot of revenue it has a large amount of expenses. Similarly our Product sales revenue is higher than Affiliate Commissions but once we pay for the cost of production of the products the profit is not as high.

I’ll now make a few comments on each category.

Affiliate Commissions

This page contains affiliate links, meaning I get a commission if you decide to make a purchase through my links, at no cost to you.

This has risen since the last time I produced a report like this, as we’ve put more effort into affiliate promotions at dPS.

Each year on Digital Photography School we run big promotions with our 12 Days of Christmas Sale and our Mid Year Sale. For both of these promotions we do daily deals where we deeply discount a mix of our own products and affiliate products.

These two sales generate a significant chunk of our annual profits and are the reason why this category has grown so much as the affiliate products have done really well for us in these promotions.

Here on ProBlogger we’ve also been focusing a little more on affiliate revenue over the last 6 months through doing some promotions with SumoMe, LeadPages and promoting a number of teaching resources. We’ve also incorporated into our design a new Blogging Resources page which has converted well and are working on promoting Bluehost with our How to Start a Blog page.

Amazon’s Associate program has not been a major focus of our attention but continues to generate a stable income using some of strategies I outlined in my Guide to Making Money with the Amazon Affiliate Program.

Product Sales

Up until 2009 all of my income was generated from running advertising on my blogs and from a little affiliate marketing on my blog. But in 2009 I decided to invest some time into creating my first products on both ProBlogger and Digital Photography School. The first products were eBooks and this has been a major focus of what I’ve done since (see the Photography eBook range on dPS and the ProBlogger eBooks). You’ll see in the graphic that 70% of this category is eBook sales still today.

However since 2009 we’ve experimented with other types of products over at Digital Photography School. We created some posing printables that did ok when we launched them, then created some photography courses and more recently have created some Lightroom Presets.

Our Lightroom Presets have been particularly popular both at launch and in our sales and we will continue to create more collections of these going forward.

Courses also did well but during this 6 month reporting period we didn’t promote them with a deal so they didn’t sell many.

Further Reading: Why You Should Create a Product to Sell On Your Blog (and Tips on How to Do It)


Every time I have done one of these income reports I get people who are surprised that I use Google AdSense. I know not everyone has much luck with it but because dPS has a large amount of traffic we find that it works well for us.

I should say that our income from it has decreased in the last two years. This is partly because we’ve attracted a bit more direct sponsorship (see the next category) and given up some of the ad inventory that AdSense used to serve, but it is also because we’ve seen our RPM decline over the last few years.

It’s not the option that it once was for us but is still a revenue stream that I’m glad to have.


On dPS we’ve continued to offer sponsorship options to advertisers who want to work directly with us to reach our audience. This has largely been banner ad campaigns but we also run advertising in our newsletters and have run a few other more creative campaigns including running competitions for our readers.

On ProBlogger we’ve not run any banner advertising (or AdSense) for many many years but have done a handful of sponsorship campaigns on the ProBlogger podcast in the last 12 months with companies like Edgar and 99Designs.

The other place we’ve done sponsorships is via our event (although I’ve included that in the Event category below).

Job Board

Here on ProBlogger we’ve had a Job Board for Bloggers since 2006. At first it was just a trickle of ads that were placed (earning $50 per ad) but it’s gradually grown and we’re getting close to celebrating our 6000th ad placed!

Considering the initial investment on the board was minimal and it’s been a largely passive income stream I’m pleased to have started it.

In the coming weeks we’re looking forward to releasing a much needed update to the job board which will give a lot more features to advertisers and applicants. Watch this space.

Further Reading: Check out our How to Make Money Blogging page which has a good overview on how to grow your income from blogging.


This year we’ll host our 7th ProBlogger Event here in Australia (tickets are still on sale if you want to join us).

This event is a massive focus for our team and is largely a labour of love. While it does generate a large amount of revenue from ticket sales and sponsorship the expenses of running an event of this size are huge, and while we make a small profit it really is something I’ve done all these years more because I’m passionate about what happens at the event than anything else.

This year we will offer a virtual ticket so there is some potential to grow this wedge of the pie a little – watch this space.

A Word on Expenses

There you have it – my long overdue income report for the first half of 2016.

The only other thing I’ll add to this is that if I were to talk about expenses (as I know I’ll get asked about) I would say that while our revenue has definitely risen in the last 12 months I would also point out that so too have expenses.

This last 12 months we’ve invested heavily into the development of our sites – particularly here on ProBlogger with the redesign. In addition to our development team I’ve also expanded my team which now includes:

  • 2 editors (one for each site)
  • 2 business unit managers (one for each site)
  • Admin/Customer service team members (one for each site)
  • Marketing (one person – for dPS)

All team members (except for one) are part time.

Then there’s a huge array of others who are contractors who help with product creation, writing, proof reading, podcast editing etc.

Lastly in the expense column are of course things like servers (which are not cheap) and the amazing array of software as a service subscriptions that most bloggers have these days to be able to send emails, create landing pages, run webinars, calendarise editorial and schedule social media, etc (most of which you’ll find on our Recommended Blogging Resources page and all of which we pay for).

To make money you have to spend it!

Summing Up

Wow – that was quite the post to prepare (now I remember why I don’t do it that often). I hope you found it useful!

What’s your #1 Blogging income stream? We’d love to hear what it is in comments below or if you have a moment would love you to participate in this study we’re doing on bloggers income.

Participate in Our Study Into Bloggers Income

We are currently doing some research into the income streams that are most profitable for bloggers and would love you to participate by filling in the following survey (whether you’re a full time blogger or just making your first few dollars blogging).

We will keep all information that you submit confidential and will only publish the overall anonymous results unless we contact you to see if you’d be interested in participating in a case study post here on ProBlogger (which we’d only do with your permission).

Please take our Blogging Income Questionnaire

About Darren Rowse
Darren Rowse is the founder and editor of ProBlogger Blog Tips and Digital Photography School. Learn more about him here and connect with him on Twitter, Facebook and LinkedIn.
  1. Hey, Darren!

    Way to go, mate! And thank you for revealing your income streams with us.

    I am so much relieved to see AdSense is not that-hot stream for you.

    Why am I relieved? Because it is not the number one for you.

    Being one of the top blogger in the world and being an inspiration to millions of bloggers throughout the world, it simply shows the AdSense is nothing but just one of the many income streaming sources.

    The bloggers should not die for AdSense, should not beg for its approval and don’t put your blog on the backburner due to you do not have AdSense.

    Darren simply portrays what works for him. Just his hard work put him this far.

    Do you work with consistency and I am sure you’ll be on the right path if not soon but later.

    Thanks again for the revelation! :)

    ~ Adeel

  2. Thanks for sharing Darren! I’m curious to see how your revenue breaks out by site. In other words, it would be neat to see two pie charts. One for PB and one for DPS.

  3. Hi Darren,

    This is the first time I have seen an income break down of your blog. Unlike other blogs that also publish the figures, you just mentioned the percentage breakdown of your income. Any specific reason you didn’t publish the figures, do you suggest that people should not reveal the numbers?

    I am asking this because I am also considering to publish monthly income reports on my blog.

    Tauseef Alam

    • I’ve never really felt comfortable revealing the figures. Might be the way I was brought up I guess. Happy to say it’s well over six figures a year though.

  4. For me, actually this is a guide when it comes to income streams. It will help those folks who are looking forward to make money online blogging.

  5. Hi Darren,
    It is always interesting to see how other bloggers monetize their blogs. Non bloggers don’t understand how we manage so many different income streams.
    Thanks for sharing – I have been following you for years and have learned a lot from the information that you share.

  6. A lot of valuable information in this piece. I was shocked to see dPS is 8 times bigger than ProBlogger. The photography interest in much great than I thought out there. That little Job Board thing turned out be a home run. :) Sharing this article on my site now. Thanks Darren.

  7. Hi Darren,

    That’s very useful information. Thanks for sharing!

    It shows just how important it is to have many streams of income rather than relying on just one or two.


  8. Hi, Darren!

    Yes, I really surprise where you are using Adsense units. Nowadays it’s hard to earn through Adsense if we are running Blogging niche blog.

    Anyway, congrats :) …


  9. Do you mind to reveal the no.’s instead of showing pie chart? I would love to see the reports like Patt flyn (smart passive income ).

    • As I’ve said in a previous comment I’m not comfortable sharing specific numbers. You could probably make a few estimates based upon the job board figure though if you want to get into the maths of it as our job board numbers for the last 30 days are there to be seen on the job board.

  10. Cheers Darren,

    Great to see some of this information – thanks for sharing it.

    Out of fascination to see how much you ‘big boys’ in the blogging playground make to try and see if us mere mortals can make a pretty good living, I did do the maths ;-)

    97 job posts at $50 each for the last 30 days… and that’s just 5% of your income?

    Nice one mate, enjoy a couple beers tonight with those sort of numbers!

  11. Hi Darren,

    Thank you so much for sharing. For me the timing of this post is perfect. This will help me decide on where I need to be putting my energy. I really appreciate it.

    Again, a heartfelt thanks!

  12. Hey Darren

    I am a regular reader of Problogger. I am using Adsense for revenue generation.Your income report shows that only 8% of revenue from adsense. Now i have a plan to change from adsense to other income area like affiliate marketing.

  13. One more thing : a good idea would be to create a recurring revenue product (monthly income), and why create a software !

  14. Hi there, Darren,

    On the flip side, I actually appreciate you not sharing the numbers. They would only cloud the value of the post. I don’t think it’d be as productive and instructive as giving us the breakdown of what you do that makes money. Plus, we may say it’d motivate us, but seeing the numbers in raw form would likely paralyze many of us by virtue of being a huge jump from where we are.

    In the podcast about how to make 30K a year from blogging, you give concrete information, which to me, is more helpful than giving us your exact numbers at any given time; you’ve said many times how you started at the beginning like everyone else and how far you’ve come, and you’re really open about how you’ve done it.

    Anyway, never mind that showing us the numbers would just attract gawking, which again, would distract from what I see as the purpose of the post. And from what I’ve gathered about you, you’re just not braggy, and instead genuinely want to help bloggers succeed.

  15. First time here. I kind of stumbled in on this website from the internet.

    With so many “mega sites” out there it’s hard to imagine getting sufficient traffic for any niche to make a living off of blogging.

    Nevertheless, I will give it a try.

    Adsense is “free money”. I’m very surprised you’re not using it on this website.

  16. You seem to be making pretty good income from ebook sales compared to other sources of income.
    Is this a trend or something that just works for you?

  17. Hi Darren,

    Thank you so much for Great sharing, I am a regular reader of Problogger I am using Adsense for revenue generation from 3 years but my revenue is to low how can i increase my CPC could u plz help me ?

    waiting for reply – Advance a heartfelt thanks!


  18. Gourav singh says: 08/19/2016 at 11:21 am

    Hi darren ,

    I just wanna say something you have a unique way of style to represent the article in front of us i’m your daily readers loves the category of yours Blog prmotion .But can you give me suggestion which desktop screen recorder is the best so that i can also start youtube blogging .

  19. Hi Darren. Thanks for sharing the income report. Just curious why don’t you run Adsense on Problogger? It seems you are foregoing a good bit of revenue

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