Old media vs. new media. Us vs. them. The plucky, indepedent blogger out-scooping the major news agency.
Sound about right? We (bloggers) hain’t get no respect.
Well, that paradigm is changing, if indeed it hasn’t already changed. I’m not sure bloggers can claim underdog status indefinitely. A glance at BlogAds shows that some bloggers are charging tens of thousands of dollars a month for an ad slot — and they’re getting it.
What’s more, prominent bloggers are gaining status as “media”. No, I don’t mean the 2-minute “let’s check in with the blogosphere!” segments on MSNBC. The people who matter are actually giving bloggers respect.
Two years ago, 15 media slots (out of 15,000) were given to bloggers at the Republican convention–a small, but notable, indicator that political candidates were beginning to realize the power that bloggers wield. Now, in the fashion industry, bloggers are getting press passes to shows, and PR firms are doing research on whose readership is the widest.
Alison Brod, a New York publicist who represents designer Jill Stuart, now has an employee focusing exclusively on blogs, tracking their impact on sales, among other things…
Fashion blogging’s coming of age is happening as U.S. online advertising revenue, a small percentage of which goes to blogs, topped $10 billion last year, and is expected to grow 22% annually, to reach $27.3 billion in 2010, according to Kelsey Group, a consulting firm.
BlogAds, which places ads on 1,300 blogs, 150 of which are fashion related, says that in the past six months it has inked deals with big fashion companies like Hennes & Mauritz AB’s H&M and Gap Inc.
When a MSM publication says blogging’s “come of age”, that means it probably happened about a year ago. The question is, where is it heading? And how many years until the size and power (and ad revenues) of independent media eclipse that of the mainstream?