Bloggers: The Outsiders In front

Bloggers: The Outsiders In front

This story was originally published by

A few years ago, established publishers turned up their noses at bloggers.How times have changed.




A few years ago, established publishers turned up their noses at bloggers. They were amateurs. Outsiders. “They’re not ‘proper’ content creators” huffed one major player in an industry meeting I was present at.

While ‘proper’ magazine companies continued business as usual (read: creating homogenous ad-pleasing fodder), bloggers were busy producing credible content which resonated with steadily growing audiences.

Fast forward to 2015 and the tables have turned. ‘Proper’ content creators are bleeding audiences, slashing staff and commonly sharing job roles.

While these legacy brands are rethinking their business models, business is booming for blogs. The outsiders are now in charge.

Meet the new establishment:

They All Hate Us

What started as a daily personal email about all things fashion is now an internationally recognised digital offering. (Hair brand Schwarzkopf recently teamed up with them for its ‘Australia’s Most Beautiful Hair’ campaign).

The duo behind the independent publication, Tash Sefton and Elle Ferguson, are now clocking up 350,000 unique visits a month and repped by PR Roxy Jacenko’s talent arm, Ministry of Talent.

Lauren Curtis

Lauren Curtis

Lauren Curtis

The twenty-something beauty vlogger has the number one Australian beauty channel on YouTube. Represented by a talent manager in the USA as well as locally, she told Fairfax Media in 2013 that her US manager receives 150 emails a day from companies wanting their products mentioned in her videos. Curtis is one of only 11 Aussies on YouTube with more than a million subscribers.

Meet the rest of the bloggers here. 




Please login with linkedin to comment

Clear Channel glaad Jeff Sanders

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]