More on the Marie Claire vs the Healthy Living bloggers


One of the big things that I took from the comments is about the print media becoming spooked about the internet media. When you look at blog / opinion sites like Jezebel, Gawker, etc and their massively high readership, I’m not surprised that print magazines are spooked. It’s terrifying for them given that when you look at the figures … it’s a lot of difference.
Marie Claire’s readership for the last 6 months is 280,000 odd with a loss, year on year of 1.9%
(http://www.ipcadvertising.com/resource/jtqxdvxudru7zuk85687d4zp.pdf)
whereas Jezebel’s monthly readership is 2 million a MONTH (http://advertising.gawker.com/titles/jezebel/)

That’s a lot of difference. And while I’m not looking at stats for the bloggers, there is the argument that their readers take the opportunity to comment and interact – and we all know that the more engaged a user, is a user that will be more likely to be influenced by blogs. That’s really attractive to advertisers – less spend for a more guaranteed result.

And I’m quite sure that there is no conscious decision to discredit bloggers, but I’m quite sure that magazines are aware that the shift for advertisers to concentrate on advertising that is more traceable.

2 thoughts on “More on the Marie Claire vs the Healthy Living bloggers

  1. It’s a bit of a depressing race to the bottom as well IMO. The more sensationalist all media is, the more it has to be, and the original article was just another example of this.

    • Oh totally. See also the Daily Mail and their sensationalist tendencies.

      Social media and citizen journalism have always been around – they’ve just taken different forms. Just because they’re mainsteam now, doesn’t mean that the big players need to be scared of them. It’s not hard to put a decent social media strategy in place, the difficult part is actually carrying it through.

      Usenet and Bulletin Boards were the start of social media using the internet, but really, what else would you call the classified ads in the paper? Or that huge noticeboard up at school telling about the Debating squad?

      And we’ve had citizen journalism since printing presses could be rented out -what do you call all those little self-published propaganda leaflets published during the war?

      There will always be newspapers, there will always be blogging, the trick for big companies is to realise how to harness them for their purposes – whether that’s huge advertising campaigns or sending items to be reviewed by trusted bloggers. They have their pluses and minuses. It really means that your media planners need to be a bit smarter.

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