profile

WIA Profile: Laurel Hertz

Prior to working in the adult industry, what did you do for a living?

I was a college student, but also worked as a staff accountant and bartender while attending college. In my last two years of college I ran a couple of free sites and that's when I knew that I wanted to work in adult after college and not for a stuffy consulting firm where most of my peers ended up. Besides, back in 2000 I saw a lot of early growth on the Internet, with the adult sector being on the forefront.

Video sales have been dropping by around 33 percent a year

What do you find most challenging about working in the industry?

Like I said, the adult Internet biz is on the forefront of Internet technology and Internet marketing techniques. It is constantly trying to stay abreast of these technologies and techniques that are most challenging and most rewarding. For example TGPs have the most traffic currently but "tube" style sites are growing like crazy; programs that don't cater to both are losing out on traffic. Red Light is constantly working with webmasters to stay ahead of the curve. Whatever the next trend is legally, technologically or marketing-wise I am constantly making sure our affiliates have all the tools they need to take advantage of it.

In your opinion, what sets Red Light District's affiliate program apart from other affiliate programs?

We are constantly changing. Any affiliate company that thinks simply by offering affiliates RSS feeds, linked Flash video trailers, free hosted galleries and other basic tools that they are staying current with webmaster tools, is out to lunch. Red Light was built not only to offer the proper tools to the webmasters, but also direct the traffic generated by those flashy tools at pages that are built to specifically convert that type of traffic. For example, when you click on a pic of a porn star in our RSS feeds, you are taken to a page of her pics and a list of the movies she has been in. Our whole tour is dynamic and webmasters can send niche traffic to a niche page built specifically for them.

Do you anticipate that more video production companies will be launching their own affiliate programs in the near future?

Video sales have been dropping by around 33 percent a year for the past couple of years and that trend is going to continue. In the past, the video companies considered Internet sales such as licensing content and VOD revshare deals as bonus money. Once video companies realize that licensing their content was a one-time cash deal and not a long-term Internet game plan, we will continue to see video companies creating whole divisions devoted to the Internet, and that will include affiliate programs.

What do you think is the biggest barrier to entry into the online market for companies that primarily produce content/DVDs? What is keeping other major video producers from taking the "online plunge," so to speak?

I think the biggest challenge they face is lack of knowledge. I don't pretend to know the best way to light a set, but I do know that spending five minutes in Photoshop on a thumb can double the clicks to a gallery on a TGP. Marketing a physical DVD and marketing a porn site are as different as night and day; that's why you see video companies seeking out proven Internet professionals to run their Internet division.

Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How to Thwart Holiday Fraudsters With Finesse

The holiday season is a prime time for shopping. Unfortunately, it’s also peak season for credit card fraud. With increased transactions both online and in-store, fraudsters have more opportunities to exploit vulnerabilities — and they are getting better at it every day.

Jonathan Corona ·
opinion

How to Halt Hackers as Fraud Attacks Rise

For hackers, it’s often a game of trial and error. Bad actors will perform enumeration and account testing, repeating the same test on a system to look for vulnerabilities — and if you are not equipped with the proper tools, your merchant account could be the next target.

Cathy Beardsley ·
profile

VerifyMy Seeks to Provide Frictionless Online Safety, Compliance Solutions

Before founding VerifyMy, Ryan Shaw was simply looking for an age verification solution for his previous business. The ones he found, however, were too expensive, too difficult to integrate with, or failed to take into account the needs of either the businesses implementing them or the end users who would be required to interact with them.

Alejandro Freixes ·
opinion

How Adult Website Operators Can Cash in on the 'Interchange' Class Action

The Payment Card Interchange Fee Settlement resulted from a landmark antitrust lawsuit involving Visa, Mastercard and several major banks. The case centered around the interchange fees charged to merchants for processing credit and debit card transactions. These fees are set by card networks and are paid by merchants to the banks that issue the cards.

Jonathan Corona ·
opinion

It's Time to Rock the Vote and Make Your Voice Heard

When I worked to defeat California’s Proposition 60 in 2016, our opposition campaign was outspent nearly 10 to 1. Nevertheless, our community came together and garnered enough support and awareness to defeat that harmful, misguided piece of proposed legislation — by more than a million votes.

Siouxsie Q ·
opinion

Staying Compliant to Avoid the Takedown Shakedown

Dealing with complaints is an everyday part of doing business — and a crucial one, since not dealing with them properly can haunt your business in multiple ways. Card brand regulations require every merchant doing business online to have in place a complaint process for reporting content that may be illegal or that violates the card brand rules.

Cathy Beardsley ·
opinion

Girlsway Celebrates a Decade of Acclaimed Sapphic Erotica

When Girlsway launched back in 2014, Bree Mills had a plan. As head of production for Gamma Entertainment, she set out to up the stakes of all-girl content with the new imprint — and to continually, proactively reinvent the brand and its offerings along the way.

Alejandro Freixes ·
profile

WIA Profile: Patricia Ucros

Born in Bogota, Colombia, Ucros graduated from college with a degree in education. She spent three years teaching third grade, which she enjoyed a lot, before heeding her father’s advice and moving to South Florida.

Women In Adult ·
opinion

Creating Payment Redundancies to Maximize Payout Uptime

During the global CrowdStrike outage that took place toward the end of July, a flawed software update brought air travel and electronic commerce to a grinding halt worldwide. This dramatically underscores the importance of having a backup plan in place for critical infrastructure.

Jonathan Corona ·
opinion

The Need for Minimal Friction in Age Verification Technology

In the adult sector, robust age assurance, comprised of age verification and age estimation methods, is critical to ensuring legal compliance with ever-evolving regulations, safeguarding minors from inappropriate content and protecting the privacy of adults wishing to view adult content.

Gavin Worrall ·
Show More