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The Spohrs Are Moving To Federated Media

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.

Comments (8)

  1. Ella
    May 20, 2010

    I think it goes without saying that Heather will see a more consistent level of revenue from FM than she did with BlogHer. FM is definitely ready and able to respond to the challenge that BlogHer fails to even admit, exists. I think Heather is a good fit for FM and FM is a good fit for Heather.

    I keep looking for a reason to stay with BlogHer, especially after opening up my revenue check I received yesterday and feeling like I’d been punched in the stomach.

  2. May 20, 2010

    Well, in THEORY you might get some more ads now, if these bloggers keep leaving BlogHer. Because like I said, that’s like a million pageviews right there, just with the bloggers I listed who have left. But then, they were mostly serving unpaid ads is my guess, so.

    Never mind. It’s not going to change much of anything. Carry on.

  3. Ella
    May 20, 2010


    I don’t think it’s a stretch to say that sometime in the not too distant future, things MIGHT change.

    Perhaps in saying that, I’ve got more hope than common sense, or perhaps I’m just too damned lazy to go out and get another ad network – one that has a bit more business “ethics” behind it, or even do the work in finding my own sponsors. Or maybe I’m just naive enough to think that BlogHer has a chance to turn things around and maybe, just maybe, be the organization that they try and bill themselves as. It’s all how they end up viewing this thing, and ultimately, trying to spin it.

    At the end of the day, I’m still just one of the peons in the pipeline…but isn’t it the peons that, afterall, make up the damned pipeline in the first place?

    I’m grateful you’re still writing about this. I’m also irritated because it makes me think and that right there, that’s a whole lotta work! :-)~

  4. LC
    May 20, 2010

    Aww, I’m happy for Heather. I don’t end up on her blog that often but I usually enjoy what I read when I’m there. She seems like a genuinely nice person.

    I’m also glad to hear that FM is adding the other bloggers to their ranks too. Seems like a positive thing for all, right?

  5. May 20, 2010

    I’m thrilled for Heather. I also think it’s a smart move for Federated Media. I was just thinking that the timing was a little strange, that’s the only reason I floated the idea that maybe there was some kind of behind the scenes deal between the ad networks. I think it is ABSOLUTELY the right move for Federated and for Heather, but let’s face it, that is not necessarily what makes things like this happen.

    At any rate, I’m glad for her. I think it will be a profitable partnership for all parties. Plus, now people who want to support the Spohrs directly can actually go buy an ad directly through Federated and have it go right on their site, which is really cool.

  6. May 20, 2010

    In theory, I agree with you. But in this specific instance, you are discussing an institution that has not acknowledged a problem that is in need of improvement, or a policy that has presented anything that needs to change. In order to change, one needs to at least acknowledge a problem.

    Thus, I remain convinced that no change will be forthcoming.

  7. Rose
    May 20, 2010

    You know, this is a great post, not because of the Spohrs specifically, but because you are celebrating that something good happened to another blogger. I don’t think we’re happy for each other enough.

    Good on ya, Anna.

  8. May 21, 2010

    Great post Anna!
    I first found your site when I was looking for information on monetizing blogs. Now I keep coming back because you are have become my online ‘voice of reason’ for all things blog. I love all the up to date information of the blogosphere!

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