I went briefly to a conference in New York earlier today called BlogHer, which attracts thousands of women bloggers who appear to be in their twenties and thirties. Didn’t see too many FOFs. The blogging generation isn’t just blogging for the sake of it. It’s trying to turn blogs into business.
Many young women call themselves “mommy bloggers.” They become instant “experts” the minute they push the baby out…experts on raising children, dressing them, educating them, and playing with them. They’re also experts on cooking, talking to mothers-in-law and gardening. And companies like P&G, Johnson & Johnson and Stride Rite want to get the attention of these mommy specialists.
It’s a simple strategy. If a blogger has a loyal audience of readers to whom she recommends products, then the big brands want to get in the act. Why not? It cost a lot less to hook up with a community of bloggers than to buy ads on TV and in magazines.