Finding publishers: where to discover fitting affiliate partners

In short: The best publishers are where your customers already look for answers: in Google results for your keywords, among your competitors’ partners, in networks, with creators and in newsletter directories. Check fit before reach.

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Five sources

  • Search results: who ranks for “best …”, “… comparison”, “… review” in your category?
  • Competitors: which sites and creators link to similar stores with partner links?
  • Networks: publisher directories with filters by topic and country.
  • Creators: Instagram, TikTok, YouTube and podcasts with a clear niche.
  • Newsletters and communities: small, loyal audiences with high purchase intent.

Check fit

  • Does the audience fit your product and price?
  • Is the content current, honest and well made?
  • Does the publisher label advertising properly?

Frequently asked questions

How many publishers do I need?

The publisher potential calculator works it back from your target. Usually far more outreach than active partners in the end.

Work it out with your numbers

The matching calculator runs in your browser. No sign-up, nothing is saved.

Publisher Potential Calculator

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Keep reading

Matching service: Publisher acquisitionPublisher Potential CalculatorContacting publishers: the first message that gets answeredStarting affiliate marketing: 6 steps for storesAll guidesGlossary