SheBlogs, which was in beta since summer 2009, now has more than 2,000 bloggers as part of the community, and worked with brands including Clorox, Gatorade, and Lands' End. BlogWire will serve as an umbrella company for SheBlogs and, in the future, will launch more specific verticals for bloggers, starting with a health community in coming weeks.
BlogWire works to connect with "the entire long tail of the blogging community that are really interested in connecting with PR pros but either don't have the resources or experience to pull together their own contacts," said Julie Wohlberg, founder and president of SheBlogs. "What we do is find interactive ways to reach these bloggers, so we are avoiding the mass e-mail spam. We incorporate Twitter and Facebook as well as a weekly e-mail newsletter."
In addition to offering more traditional press release distribution, BlogWire provides a company directory, themed gift guides, and listing of contests and promotions for bloggers and the general public.
"We built this wonderful community that bloggers are involved in," Wohlberg said of SheBlogs. "BlogWire will allow us to scale."
Wolhberg's PR consultancy, Conner Interactive, is handling the PR around the launch and the team is promoting BlogWire with outreach to its blogger community, traditional media relations, and social media including Twitter and Facebook.