The Spohrs Are Moving To Federated Media
Heather Spohr is no longer serving BlogHer ads on her extremely popular blog, The Spohrs Are Multiplying and, based on the button that says you can now buy ads on her blog through Federated Media, it appears that she is the latest of several prominent bloggers who have moved recently from BlogHer to Federated Media.
This departure raises several questions, foremost of which are:
- How did BlogHer react to the loss (of nearly 600K pageviews per month)?
- Was this the first time Heather had attempted to get into Federated Media (i.e. most bloggers are waiting to be admitted there, rather than looking for a reason to apply);
- Was Heather Spohr happy with her contract at BlogHer? Or can we assume she left because she was, like many bloggers, unhappy with the inventory problems there of late?; and
- Related to the last two questions, was Federated Media’s interest in Heather now, in the wake of BlogHer’s recent alleged problems with ad inventory political as well as financial? (i.e. is it possible that a quiet deal was struck between the two networks to avoid a public problem with a beloved blogger in the community being unhappy with her ad situation? Or am I just making up conspiracy theories again?);
- Finally, and perhaps most importantly, how is BlogHer going to handle this departure, when so much of its current Public Service Announcement inventory consists of spots for Friends of Maddie (Spohr) charity organization? Surely they will continue to run the PSAs even in Heather’s absence? Has anyone confirmed this? Does this need to be confirmed? (Hint: yes, they probably should confirm this.)
I contacted Heather about her ad network move, and though she was able to confirm that she’s now represented by Federated Media she declined to comment on the other issues. I cannot say I blame her.
But when has this ever stopped me from commenting or making unfounded allegations? The first thing I thought when I saw that Heather was no longer serving BlogHer ads was that this loss must have hurt BlogHer. Because Heather is just the latest in a string of high profile bloggers to leave the BlogHer network for greener pastures of late, including: Rebecca Woolf (Girls Gone Child), Catherine Connors (Her Bad Mother), Shreve Stockton (Daily Coyote), and other bloggers of varying levels of comfort with their status as former associates of the network. Put them all together, and not only do you total over a million pageviews per month that are gone, you also pile more questions (that are not likely to be answered) onto the pile about how that particular ad network is run.
Regardless, this is a good move for Heather Spohr and likely to be a much better fit her blog’s traffic level. At nearly 600K pageviews per month, Federated Media should be able to meet Heather’s current inventory needs better than BlogHer can at present, and because of that it’s a smart move for her, both financially and politically. It makes sense for both her short term income needs and the likely growth of her business in the coming years. And it’s a good choice for Federated Media, as well, because it shows that they are responding to complaints that they have been out of touch with the current needs of the parenting blogging community — Heather is one of the most popular bloggers in the parenting blogging community and their choice of her to join their Federation is a huge vote of confidence in Federated’s commitment to shape its author list around the changing needs of the community. Best of luck to both Federated and Heather in this partnership.