Glamour of Blogging

by mediachinwag

Journalists, take note.

Blair Eadie is one of the most successful bloggers out there. She blogs about fashion at Atlantic–Pacific. Her blog consists solely of photos of herself wearing different fashion outfits on locations mainly in New York. But she is connecting with people on the web, a goal that journalists need to think much more about: Atlantic–Pacific is getting some 2 million page views per month.

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You wouldn’t call what Eadie does journalism—fashion bloggers typically make their money through sponsorship, paid collaborations, and hosting links to retail products, so their work is akin to marketing or public relations. In fact, Eadie got into blogging while working as a merchandiser for Gap in San Francisco and witnessing how bloggers were influencing fashion lines. A challenge for journalists in the online age is to find business models to achieve what Eadie is managing to do—while strictly maintaining journalistic independence.

Blogging isn’t as glamorous as it looks, even for branded fashion bloggers like Eadie. Researchers Brooke Erin Duffy and Emily Hund have a report in the latest issue of Social Media+Society about this titled “‘Having it All’ on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers.” (They summarize the report in an Atlantic piece here).

The bloggers we interviewed unanimously described their work as more than a typical full-time job; many estimated they devoted more than 80 hours a week to their blogs and related activities. Others shared how they were up into the wee hours responding to commenters, crafting posts, and editing images to fit the technical and strategic requirements of various platforms.

—Scott MacLeod