Bloggers grow in influence

Survey by parent blogger database Tots100 finds more PROs are pitching to bloggers.

On the radar: Half of the parent bloggers polled said they recieved "far more" pitches than a year ago
On the radar: Half of the parent bloggers polled said they recieved "far more" pitches than a year ago

The number of PR professionals pitching to bloggers has increased substantially during the past year, according to new research.

Parent blogger database Tots100 polled more than 200 active UK parent bloggers in February 2011. It aimed to examine attitudes of parent bloggers towards the PROs they work with on a day-to-day basis.

The survey revealed 55 per cent of bloggers received 'far more' pitches from PROs than they did a year ago, with a quarter claiming to receive 'five or more' pitches weekly. Bloggers are also beginning to rely on content from PR campaigns, with 70 per cent of blogs featuring commercial or PR matter.

'I think you could apply this as a general rule across all blogs and not just parenting ones,' commented Stephen Waddington, MD at Speed Communications. 'Bloggers are individuals with a particular interest, who write about their passion. PROs are waking up to this and recognising the opportunity to reach out to more audiences.'

Drew Benvie, MD at 33 Digital, said: 'I'm surprised the number of bloggers pitched to isn't higher, because the media environment is more seamless than a year ago.'

He added: 'Blogs have become an influential outlet because they're seen as firsthand knowledge about the subject matter ...

The way blogs are built is search engine-friendly. Brands have cottoned onto this, and by getting bloggers to write about them it makes them look good.'

The survey also found that 88 per cent of parent bloggers believed PROs needed a better understanding of who they were targeting and how it would benefit the blog.

Sally Whittle, founder of the Tots100 index, said: 'This is a positive in some respects, but there is still a way to go before the number of irrelevant pitches decrease.'

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