Finding ways to breathe new life into a not-so-old medium

By Jeff G. Mol and Er

Moss pays affiliates based on their individual performances and holds them accountable. He’ll release underperforming affiliates after they’ve been given a fair chance.

“We only want to focus our internal marketing energies on where the volume is — typically where it’s most expensive to play,” Moss says, noting that he follows Chan Kim’s book “Blue Ocean Strategy.” Kim preaches allowing partners to help exploit less competitive, lower volume, but significantly lucrative markets.