BlogHer Embraces Community, Empowers Women Bloggers
Monday, March 1st, 2010 by Allison Brill“Where are all the women?”
Although this question may seem like something you’d hear at an unsuccessful frat party and not the inspiration of one of the most influential online platforms today, it was this important media meme of the early ‘00s that led three women bloggers to start the now immensely popular BlogHer Conference in 2005. A year later, the conference’s primary success led Elisa Camahort Page, along with co-creators Jory Des Jardins and Lisa Stone, to expand by founding the BlogHer.com publishing network. Now credited with 76,000 registered users and 80 contributing editors, the community receives more than 21 million unique visitors each month and syndicates content across the web, from Yahoo! to BravoTV.com.
On Monday, Co-Creator Page sat down with SocialMediopolis’ hosts Michael Crosson and Chicke Fitzgerald on BlogTalkRadio to discuss some of the factors that make BlogHer so darn successful. Here’s a recap:
Funding:
After bootstrapping the growing community for 18 months, the “three girls with credit cards” decided it was time to seek outside funding. Instead of building the space and then trying to figure out how to pay for it, Page said, the blogging platform began with a business plan that paid for itself. When securing funding, Page, Des Jardins and Stone were pitching more than just an idea; they had a plan that was working. Ultimately, BlogHer has raised $3.5 million from Venrock, the venture capital arm of the Rockefeller family, the Peacock Fund and Azure Capital Partners, and expects to be profitable for the first time this year.
Advertising:
With more than 21 million unique visitors each month, it is no wonder BlogHer is a hotbed for advertisers. Besides its sheer reach, Page added, BlogHer offers a unique, integrated value proposition to brands. Web 2.0 has changed customer expectations; we no longer passively consumer, but rather actively participate with brands. Through the online community, brands have the opportunity to have more intimate conversations with targeted users, while the live events (BlogHer Conference, BlogHer Food, etc) provide broad exposure that advertisers love so much.
Community:
Despite the desire to economically empower fellow women bloggers, one of their biggest concerns, said Page, was how to ensure the quality and credibility of the network as a legitimate source of information. BlogHer was created, in part, to foster civil debate among women, and users should feel safe engaging in a conversation about even the most controversial of topics. To achieve this, Page said the community guidelines were established from day one. Controversial subject matter, regardless of which end of the political/social spectrum it should fall, can be discussed freely, without the threat of epithets or hate speech. Page noted that It is absolutely necessary to apply the community guidelines fairly and consistently to create the safe community space.
Another issue Page touched on was the recent FTC disclosure guidelines, adding that this recent policy change was the first step in recognizing blogging as a legitimate media channel. Reader expectations differ when consuming traditional media channels and blogs; there isn’t that automatic assumption that bloggers may be receiving “material endorsement” (as the literature specifies) for their posts. For this reason, Page said, disclosure is essential to maintain the authentic editorial stream the community expects.

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