Part 3 : Blueprint for a revolution

Let's look now at a new group looking to change things. You're heavily involved with Affiliate Union. Tell us a little about the group's background and the certification efforts. How will they benefit merchants and affiliate webmasters?
I have the honor of currently serving on the Board of Directors of Affiliate Union. It is important to understand that this is not a bargaining group or a striker's organization, but a group that attempts to seek disclosure from the merchant in their agreements.

The group was originally started when an affiliate had a problem with a contract. Several affiliate industry leaders showed up to talk about it and many other talented folks came out of the woodwork to mingle, discuss and contribute to the idea of creating a platform of fairness and disclosure. If you want to learn some really good background about affiliate marketing you should go back to day one of the discussion thread and start reading.

The Affiliate Union has attracted some real talent. We have numerous directory editors, independent analysts and both big merchants and power affiliates. The Board of Directors includes notables like Brian Clark of Revenews.com, and Glenn Sobel of Affiliateadvisor.com. We also have Rita Kershaw who runs AssociateHelp.com. Rita provides revenue sharing information and resources for the Spanish speaking community. We also have the talents of Harith Al-Jibury, who runs Danex Export Marketing Resources. Many other have contributed to the effort in the form of ideas, discussions, funds, connections, contacts, information and people power.

Think about it. Over two hundred strangers have come together to discuss a new industry and in turn create a working document based on months of discussions. I think that is a pretty powerful testament to the flexibility and innovation of the Internet. Ultimately everyone benefits from an equitable agreement. As the industry improves, satisfaction and sales will improve. It comes down to the Golden Rule. Do unto others, as you would have them do unto you. You treat affiliates fairly and offer a competitive offer, and they will go to bat for you. Burn them and they will not only walk away, but their colleagues will, too.

How far down the line are you, and what developments can we expect to see in the near future?
The current final draft is now online at the site. We are now seeking legal organization as non-profit entity. As soon as the pragmatic hurdles are out of the way I think you will see Affiliate Union in the spotlight educating both merchants and affiliates.

How are you dealing with the potential "them and us", merchant-affiliate conflict, or do both sides see the mutual benefits of cooperation?
Merchant-affiliate relations have a long way to go. The industry has focused very little on education. A recent, to be released, e-text we wrote for Intellectua.com on affiliation focuses on the very basics of affiliate marketing. Many people are trying to tell people how to sell online, create great websites, and build lists, but users often don't even understand the definition and basic concepts of affiliate marketing. Education is the key. Affiliate marketing is very old, but in this permutation, it is infantile.

Is there a danger that the certification effort will end up as just another good intention? How will the Affiliate Union achieve the kind of recognition it needs to be effective?
Naturally that danger always exists. Even if the Affiliate Union movement were to stop overnight, the draft and dialogue would still be there. That document is a blueprint for good relationships and a fair contract. Natural attrition will kill many merchants and affiliates. Those who want to stay around will wise up and adopt good practices. Also keep in mind that some of the best minds in the industry are taking part in this. Power affiliates are monitoring this movement too. They know all too well that a bad agreement will get them burned.

The Affiliate Union has made very reasonable demands and has provided a "Blueprint for a Revolution," as Brian Clark calls it. We are not trying to judge the quality of a program, only demand that merchants disclose their terms openly. With full disclosure, an informed and knowledgeable decision can be made. We want all to actively participate and they can join us at AffiliateUnion.com.