On the weekend I read two of the most fabulous articles about the relationship phase today between bloggers and fashion brands and retailers >

IFB: An Open Letter to Journalists and Brands About Blogger Compensation

WWD: To Pay or Not to Pay: A Closer Look at the Business of Blogging

WWD reports “There’s been some backlash from designers and brands as they question having to pay bloggers from $5,000 up to $50,000 to work with them. Skeptics question whether paying bloggers results in significant return on investment, especially in comparison to a magazine or television ad. Besides, some brands contend, if bloggers are journalists, journalists aren’t paid for writing about a company.”

IFB reports “While the numbers seem outrageous to those who would be grateful for a $50,000 annual salary, $50,000 for a campaign, is not a big budget in the advertising world. $50,000 would buy a one page spread in a magazine with a circulation of 1 million per month. Also, in magazines, there would be no data of how many people saw, where they were, what time of day and compared that with who bought, where digital campaigns can provide data to track.”

Do yourself a favour and read both articles!

Enjoy, melbgirl x

Image Credit: IFB

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About the author

Emily Collie
Emily Collie is Editor of fashion blog ‘Melbourne Girl’. Emily is also a freelance fashion writer, contributing to both online and print publications including Fjorde Magazine.

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