October 31, 2017
This morning we launched Mattress Advisor – an independent website focused on helping people get better sleep by providing comprehensive sleep health resources and unbiased reviews on mattresses, bedding accessories and other sleep products.
This platform is a culmination of passion, research, collaboration, (a few naps) and hard work. But most importantly, it was built with you – our readers – at the core of each decision we made.
I didn’t come into this venture as a mattress expert or a sleep specialist – I came in as someone just like you: looking for clarity in a complicated marketplace. In fact, I’m a Millennial from the Northeast who moved to the south to study journalism at Elon University. My career has been focused on creating valuable content, not engineering or product development.
Over the past couple of years, I’ve seen friends and family members reaching out to their social networks, co-workers and the Internet begging for guidance in this muddled and overwhelming process of selecting a mattress to get better sleep.
When you want guidance on things like the best credit cards to sign up for or the best in-home exercise equipment to buy, there are trusted resources available. But that’s not the case for your mattress – a product that’s integral to your health, rejuvenation, and productivity.
Our collective goal at Mattress Advisor is to become the most trusted resource when it comes to selecting your mattress. We hope our content answers the questions you have in a way that is direct, informative and helpful.
So why now?
There’s some sketchy stuff going on in the mattress review industry: mattress comparison websites have been operating under a you-scratch-my-back-I’ll-scratch-yours way of doing business.
If the direct-to-consumer mattress manufacturers such as Leesa, Casper, Tuft & Needle, and Purple are going to truly reinvent the mattress industry by disrupting the high overhead brick-and-mortar retail mattress stores, consumers will need a mattress review resource that is trustworthy, not sketchy.
So as the Executive Editor of Mattress Advisor, I am separating myself and the rest of my editorial team from all business matters – plain and simple. The content you see on our site will be as objective as we can possibly make it, absent of any influence from affiliate deals, advertising-related activities, business partners or investors, or revenue share arrangements.
The leadership of Three Ships, the digital marketing company that launched Mattress Advisor, will run the monetization side of our business. Zach Clayton and Todd Alexander of Three Ships are the board members of Mattress Advisor. They are smart and ethical leaders who want to balance serving readers with quality content and building a successful, healthy business. Make no mistake about it, having a sustainable source of revenue is essential to funding our ongoing efforts to provide high-quality content.
But we have designed my role with segregation of duties that resembles the separation of advertising and editorial in a newspaper. My editorial team does not participate in negotiations with mattress companies on advertising or affiliate relationships. They don’t even have access to information on what they pay. My sole focus is to help you make better, more informed decisions when it comes to your mattress. And as the leader of our editorial team, I pledge to do this with full transparency and editorial integrity.
During the next several months Mattress Advisor will be rolling out new and innovative forms of content. We are building a Mattress Lab, where we will conduct scientific testing on different mattresses. We will release a quantitative scorecard that rates different mattresses based on a rigorous methodology. And we’re taking matters into our own hands when it comes to so-called user reviews (which often aren’t real) by providing Verified Reviews of randomly selected consumers who have recently purchased a mattress.
I’m proud of what we’ve built and will continue to build for our community, but I promise to never be finished. Mattress Advisor will always be a work in progress – there will always be more products to review, and new brands to watch, and new questions to answer. I couldn’t be more excited to start this journey.