Wednesday, February 20, 2013

Details continues trend of gathering bloggers into a branded network with launch of the Details Style Network

The Condé Nast magazine Details has launched the Details Style Network, a new "a channel that showcases luxury men’s content" coming from independent bloggers. The editors at Details are working with Tidal, a company that gathers up like bloggers into what they call tribes – the company is working with another Condé Nast title, Lucky, as well as brands like Johnson & Johnson and Neutrogena.

Bloggers' content appears on the Details website, while each blogger continues to maintain their own blogging website such as this one from Monsieur Jerome. Those part of the network can display a Details Style Network contributor button on their website.

This model is very different than what is employed at Vox Media, for instance, with their SB Nation. There, the bloggers are part of the same blogging platform, and part of the same ad network. With Details Style Network, much of the content management is outsourced to a third party, and the main advantage for bloggers is promised added traffic back to their websites.

Another variation of this model is the publisher organized network where the bloggers remain independent, but where there is an advertising relationship, as well as a partnership in a third entity. For instance, the publisher can create a small ad network that the publishers sells – since most bloggers are dependent on ad networks already, a more topic specific ad network sold by the publisher would produce, in theory at least, more revenue and more relevant advertisers for the bloggers, while expanding the audience (reach) for the publishers, allowing them to charge more for the Internet advertising.

Additionally, the publisher could work with the bloggers on creating a new product, such as a new website or channel (like the Details Style Network) or another digital product such as a tablet magazine.

In the Details Style Network model that new web space is more real estate for the magazine to sell. Meanwhile, content flows in from the bloggers without the added cost of freelance writers. The downside is that the editors are dependent on the third party vendor, in this case Tidal, to create the blogger network's participants, limiting its use to major categories.