The well-known pop culture, shopping, and gossip site PopSugar has announced the launch of their blogger network, designed to connect – you guesses it – bloggers and brands. Called PopSugar Select, the network launched last week with a collection of 70 beauty and food bloggers. And according to AdWeek, they plan to continue expansion to roughly 300 bloggers and will include bloggers from all corners of the web, including mom bloggers.
According to the site, PopSugar Select is “an exclusive network featuring the best beauty, food, fashion, home, and fitness bloggers hand-selected by our editors.” Looking at the many photos of the first batch of bloggers, it seems like they are launching with a group of diverse women, mostly under thirty, and not yet mothers (with a few exceptions). Blogs include How To Be A Redhead and Queen of the Quarter Life Crisis among others.
The press release announcing PopSugar Select discussed the reason for the launch.
POPSUGAR Select bloggers have the prospect of participating in robust social media campaigns, receiving access to paid sponsorship opportunities, and attending industry events, as well as garnering exposure on POPSUGAR. Recently, mom bloggers aligned with POPSUGAR participated in a Mother’s Day event at the White House. Prestigious events like this will be offered to Select bloggers in the future.
PopSugar was launched in 2006 by Lisa and Brian Sugar when (according to Wikipedia) someone suggested to Lisa that she should go pro with her gossip habit.
It’s likely we’ll continue to see more media sites creating blog networks as the trend toward sponsored content – rather than CPM advertising – continues to become the most lucrative option. Rather than just hiring bloggers to write for a media site, bloggers can be induced to become part of a blogger network allowing for onsite and offsite sponsored content opportunities.