Last Thursday, Jenene Crossan, the founder of nzgirl, flossie and BloggersClub, was invited to speak at the MPA Magazine Sales Conference for 2014. Of all the notable speakers on the list, Crossan’s speech was arguably the most divisive of the day. Her insights on the role of content in the digital age raised quite a few eyebrows around the room and became a major talking point at the end of the day. So, in order to take this debate a little further, we have decided to publish a transcript of Crossan’s speech.
In this series, we talk to Kiwi keyboard tappers that have managed to shift from the personal realm of blogging to create online media brands that are widely read (and in some cases profitable). In this segment, we chat to Jenene Crossan, the founder and current director of nzgirl.
After announcing a pretty bold move away from paid banner ads towards content marketing, nzgirl.co.nz is now about to unveil a new brand that aims to help turning your “blogging for a living” dream into reality. If making money out of writing about things you love is what you’re into.
NZ Girl wants to be the change it wants to see in the industry, says Jenene Crossan and it’s putting its money where its mouth is by changing its commercial proposition and giving away display advertising for free.
There still seem to be a few holiday tumbleweeds out there in marcomms land, but we managed to find a few contenders, with TVNZ’s colourful Seven Sharp promo, Animates’ accurate Doomsday prediction and nzgirl’s raunchy ‘regretgasm’ spot featuring in the year’s first round.
Launched pre-Google and pre-Facebook, nzgirl was one of the first kids on the online block with its first release all the way back in December 1999. Since then it’s had a few incarnations and we’ve ventured into clothing and merchandise, retail stores and an advertising network. But the one constant amongst 13 years of change has been that it keeps on keeping on. And through all the twists and turns I’ve taken it on in pursuit of the holy digital grail, the site itself, which was relaunched today, has continued to perform.
While the way of the woman may be a little difficult to figure out at times, Colmar Brunton is hoping to gain a little insight by working with nzgirl.co.nz. The two have teamed up to to create the Colmar Brunton Women’s Monitor, a monthly survey that nzgirl innovations director Jenene Freer says will take a unique approach to questioning on attitudes.