B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • NRL
  • WPP
  • Pinterest
  • Thinkerbell
  • B&T Women in Media
  • imaa
  • AFL
  • Anthony Albanese
  • Spotlight on Sponsors
  • AI
  • Meta
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: The End Is Nigh For Niche Sites And Blogs: Mia Freedman
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > The End Is Nigh For Niche Sites And Blogs: Mia Freedman
Media

The End Is Nigh For Niche Sites And Blogs: Mia Freedman

Emma Mackenzie
Published on: 25th November 2015 at 10:32 AM
Emma Mackenzie
Share
3 Min Read
SHARE

At the Mamamia Women’s Network’s Upfronts in Sydney yesterday morning, founder Mia Freedman declared niche sites are declining and “mummy blogs are almost over”.

However, Felicity Grey, managing director of blog advertising community Nuffnang, says they have yet to see any kind of decline, and more and more bloggers are joining the community.

“While there is a growth in social media influencers (those influencers without blogs), blogging remains a main-stay in Australia and we can’t see it declining anytime soon,” she told B&T.

“With the rise of social media and video, bloggers have new exciting channels to explore, new audiences to reach and new ways to further amplify their content. It’s an exciting time and brands understand now better than ever the power and influence of bloggers for their campaigns.”

Similarly, Hannah O’Donnell, founder of PR company Straight Up PR, said it’s very much not the decline of blogs, rather the beginning of them.

“Blogs have only been on the increase in recent years, however what we are starting to see is the credible bloggers rising to the top and becoming increasingly more popular and those that lack substance falling behind,” she said.

“The blogging landscape is much more competitive these days and as a consumer and publicist it’s only making the platform more interesting.”

Freedman’s comments yesterday came after findings the network uncovered during its studies throughout the year.

“She’s moving away from niche sites,” said Freedman, referring to women. “It’s a big shift. We know that she’s busy, and that’s the key to understanding this. She doesn’t have time to visit lots of different home pages or blogs or even necessarily one every day.

“We’ve really seen the twilight year of mummy blogs. Mummy blogs are almost over. In fact, personal blogs in general, have pretty much collapsed in engagement this year.”

Nuffnang’s Grey however said there will always be a space for niche sites.

“There will always be a place in Australia for a variety of opinion and stories and while its great to see new business models emerging in the digital space there remains a valid place for the many bloggers on the web each contributing to the Information Age in their own unique way,” she added.

“This spread of media sources is vital for our society to flourish and different opinions to be heard. We don’t see this changing and each year we see more and more people taking to the Internet to tell their stories.”

In a blog post on blog ranking site Catablog, Jayne Moore questions Freedman’s statements, saying the founder of Mamamia should give more credit to the successful bloggers out there. Read her piece here.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Business, Channle Nine, Clear Channel, Disney Princesses, Playstation, Sitecore, The Argyle
Share
Emma Mackenzie
By Emma Mackenzie
Follow:
Emma Mackenzie was a reporter at B&T from 2015 - 2016.

Latest News

Melissa Fein Unpacks Impostor Syndrome & Modern Career Challenges
14/07/2025
TV Ratings (13/07/2025): All Eyes On Japan As Travel Guides Welcome New Addition
14/07/2025
Former News Corp Execs Dale Foenander & Matt Paine Launch Lamington Digital
14/07/2025
Woolies Appoints Interim CMO As Andrew Hicks Makes The Move To M&S In The UK
14/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?