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For us it's all about good affiliates and great content. We've been around for a long time and have many thousands of members. We've always created our own quality exclusive content in our niche. We really focus on one major niche instead of spreading ourselves thin on a lot of different sites. We are now in a position after many years of being an established site that we are starting to grow and span out without losing the quality of our main niche content. Also, since we spend so much time and effort on that, our site converts VERY well and retains even better, so the affiliates we have are very loyal and have been making alot of money with us for several years.
As far as a number goes, it's going to be difficult to make a figure, but you have to weigh which is better, you can buy content for almost nothing now days, but your retention will be lower, or you can make exclusive content which is much more expensive to produce, but rention is longer and that makes your affiliates more money as well, so they will spend more effort on promoting you.
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