From blog to brand: Sarah Smith, Jo North and Dani McAllen (NZ Blog Collective)

  • Blog to brand
  • March 11, 2014
  • StopPress Team
From blog to brand: Sarah Smith, Jo North and Dani McAllen (NZ Blog Collective)

After recognising a need for organisation in the the New Zealand blogging environment, Sarah Smith, Jo North and Dani McAllen decided to create an online directory that serves as a collation point for Kiwi blogs, and thereby makes it easier for readers to connect with content specifically relevant to Kiwis.

By creating the NZ Blog Collective, the trio of online entrepreneurs have brought together bloggers of every persuasion under one roof. But unlike many online communities, their facilitation of social interaction isn't restricted to the online environment. 

In addition to providing an online abode for Kiwi bloggers, the founders of the directory also arrange periodic social sessions, during which members of the blogging community can come together and meet in person. The most recent event, hosted at the Empire in Auckland, saw bloggers from all over the city shaking hands and sharing drinks for the first time.

This real-life interaction, when combined with the online directory, creates an effective base upon which further collaboration between writers and business owners is made possible.

And although the project is still in its infancy, McAllen says that they "have grand plans [in 2014] to turn it in to something amazing that will really help individual bloggers here in New Zealand, and help the NZ blogging community rise to a new level."  

How/when did you start the NZ Blog Collective? 

It came about after Fashion Week 2012. Dani had one idea, Jo had another, and Sarah another, about what they wanted the NZ Blog landscape to look like. We decided to band together and try to create a place where bloggers could be found, have their own profiles, be contacted by companies and brands seeking the right blogger for their campaigns, find information, tips and resources for their own blogs. So far we're up to phase I, but with three full-time jobs, a couple of university studies, three recent engagements and a few new pets between us, we've got a lot going on but rest assured, we are amped for 2014!

How has it changed since the early days?

So far the NZBC hasn't really changed much since it started, however this year things are going to change big time. We've been in talks with multiple blogging agencies and companies in Australia about partnerships, but we're being really selective and making sure if it is a route we go down, we take the right one. Although Dani is an Aussie (don't hold it against her) she, like Jo and Sarah, all believe in helping to guide the New Zealand blogging community in the right direction.

How do you go about financing your site? Do you make enough to live off your website?

The NZBC right now is in phase one, we're looking to get phase two off the ground by mid-year and by the end of the year we hope to be in a position where the project will be able to pay for itself.

What approach do you take to advertising?

We love it! In the right context. Every site is different, and they need different forms of advertising. But we believe, if you're transparent about it, it's all good. 

What type of advertising works best for your site?

One of the big themes in online advertising this year, and especially with blogs, is the development of mutually beneficial partnerships and the creation of brand experiences. Any advertising packages we do develop will be with this in mind. We aren't likely to pursue the traditional route of charging out banner ads on a CPM basis that's for sure.

Do you collaborate with any other websites?

We currently operate as a directory for blogs, which is just a third of the end game for us. In that context we do collaborate with them, and we plan on taking that relationship to the next level this year.

Has anyone ever offered to buy your site? 

Ha not yet! Though we have been talking to a few people about investing to help us get these next phases kicked into a higher gear.

Have you got any funny stories about running a site in New Zealand?

That we are all still really good friends? Insert chuckle here.

What advice would you give to newbies wanting to make it in the online industry?

Know what you want and stick to your guns. Yes free things, like champagne and shiny objects are great, but like anything - they can only fill the void for so long. Nothing feels as empty as a crusading blogger who starts out to change the world, and six months later is writing vapid and soul-destroying content about a mascara they don't even care about. Stray true to yourself, your readers, and you'll come out the other end.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

  • Awards
  • September 13, 2019
  • StopPress Team
DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

DB Breweries has taken out the Supreme Award at this year’s TVNZ-NZ Marketing Awards for their ‘Reviving a Legend - Tui's Stepchange Into RTDs’ marketing initiative. Meanwhile, Jo Mitchell from McDonald’s New Zealand was celebrating her Marketer of the Year win and Philip Poole was inducted into the Marketing Hall of Fame.

Read more
2019 Winners
news

2019 Winners

These companies showed us how they put their tools to use and have been crowned winners at the 2018 TVNZ-NZ Marketing Awards.

Commercial radio survey: The Edge holds strong at top spot

  • Media
  • September 12, 2019
  • StopPress Team
Commercial radio survey: The Edge holds strong at top spot

The results of the third GfK Radio Survey for 2019 are out and The Edge is holding strong in top position for commercial stations, with a weekly cumulative reach of 590,800 listeners. These listeners contribute to the 3.3 million New Zealanders who listen to commercial radio in their everyday lives.

Read more
topics
Story IQ
Story IQ
Story IQ is a brand story consultancy. We help brands uncover the hidden, untold stories ...
Up-and-Comers
Up-and-Comers
We give the mic to the industry's future leaders to hear their thoughts on media, ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Warmer Kiwi Homes and Clemenger BBDO preach more heat for less effort

  • Advertising
  • September 12, 2019
  • StopPress Team
Warmer Kiwi Homes and Clemenger BBDO preach more heat for less effort

Clemenger BBDO and Warmer Kiwi Homes have banded together to promote the second phase of the Warmer Kiwi Homes grant.

Read more

Pak'nSave wins August's Ad Impact Award

  • Ad Impact
  • September 11, 2019
Pak'nSave wins August's Ad Impact Award

August was an amazing month for advertising and choosing a winner of the Colmar Brunton Ad Impact Award was a difficult task. This month, the honour goes to PAK’nSAVE with their latest advertisement ‘Saveyest Country’.

Read more
voices

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Industry leaders on the future of media
features

Industry leaders on the future of media

We asked some smart folk across the industry for their thoughts on some of the industry's hot topics.

Creativity first: Lumo’s challenge to the industry
Sponsored content

Creativity first: Lumo’s challenge to the industry

Wanting to inspire and celebrate dynamic and interactive creativity in the digital outdoor space, Lumo has created The Pixel Awards. StopPress sat down with co-founder and chief executive Phil Clemas to talk digital opportunities, breaking down barriers and growth.

Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

  • Advertising
  • September 10, 2019
  • StopPress Team
Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

Meridian have teamed up with Garage Project brewery to launch Turbine Pale Ale and introduce the energy company’s new renewable energy certification.

Read more

Movings/Shakings: 10 September

  • Movings/Shakings brought to you by Marsden Inch
  • September 10, 2019
  • StopPress Team
Movings/Shakings: 10 September

Industry happenings at Mission Estate Winery, 99 and Stuff.

Read more

Ads of the week: 10 September

  • TVC of the week
  • September 10, 2019
  • StopPress Team
Ads of the week: 10 September

Te mahi pai (good work) to Pepsi NZ, Meridian and Garage Project, Augusto and the Māori Language Commission, and Dettol.

Read more

Sweetshop & Green production company launches in New Zealand

  • Agency
  • September 10, 2019
  • StopPress Team
Sweetshop & Green production company launches in New Zealand

Two international companies, Sweetshop and Green Productions have joined forces to launch Sweetshop & Green into Australia and New Zealand. The new company has a focus to bring small and large scale tv and film productions to the country.

Read more

Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

  • Advertising
  • September 10, 2019
  • Courtney Devereux
Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

Aiming to get New Zealanders to speak more te reo Māori than a native Australian bird, Augusto and the Māori Language Commission have issued a fairly easy seeming challenge to Kiwis.

Read more

John Miles steps into CEO role for the Marketing Association

  • Marketing
  • September 10, 2019
  • StopPress Team
John Miles steps into CEO role for the Marketing Association

The Marketing Association is readying itself this week for a change of hands in the role of CEO. John Miles will step into the position at the end of September, as its current CEO Tony Mitchell prepares for his own departure.

Read more

From PR to Rising Star: Erin Berryman on the magazine industry

  • Media
  • September 9, 2019
  • StopPress Team
From PR to Rising Star: Erin Berryman on the magazine industry

The MPA judges described this year's 'Rising Star', Erin Berryman, as a commercially-focused editor who has demonstrated strategic nous during her site, Beautyheaven, launch and ongoing development. Here, Berryman shares her thoughts on the award and the industry she is rising through.

Read more

"We probably didn’t know what we had till it was gone": programmatic players respond to KPEX closure

  • Advertising
  • September 9, 2019
  • StopPress Team
"We probably didn’t know what we had till it was gone": programmatic players respond to KPEX closure

Last month brought news that KPEX, the Kiwi Premium Ad Exchange consortium created in 2015 by Stuff, NZME, MediaWorks and TVNZ, is to close. The move is the result of changing market demands and shareholder priorities. Following the news, local programmatic players, Kargo and Acquire, have shared their thoughts.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit