END OF YEAR REVIEW: Nikki Parkinson, founder of StylingYouBy Tim Lince in Media News on Thursday, 01st December 2011 at 1:15pm
Influencing chats to a variety of guests to see how 2011 has treated them, what to expect in 2012 and how they've worked with PR this year. First off is Nikki Parkinson, founder and writer of fashion, beauty and retail blog StylingYou - a recent winner of Australia’s best blog for 2011.
How has 2011 been for yourself and StylingYou?
2011 has been massive. There's no other word for it. My blog readership grew by more than 1000%, my engagement grew and I received two national awards for my writing on my blog - the Sydney Writers' Centre Best Australian Blog competition and the Jasmine Award for best blog post (fragrance journalism). This, in turn, brought increased exposure through traditional media and growing interest in brands wanting to work with me to reach my readership.
2011 was also amazing thanks to the increased level of education and information in the Australian blogosphere with three conferences held throughout the year. I spoke at two of them and not only learned a lot from other bloggers but have created some long-term friendships with incredible people I would not otherwise have had a chance to meet.
I also spoke to key beauty PR and brand managers at the Beauty Directory's Digital Seminar in July.
In two weeks' time I'm being flown to Kuala Lumpur to attend the Nuffnang Asian Pacific Blogging Awards. So yes, a huge year!
Blogging is a hugely competitive environment, and has been growing at a mammoth rate in Australia. What are the biggest challenges you faced in 2011 and how did you overcome them?
The biggest challenge for me is keeping up with all the work around the blog. If it was just popping up a post each day then my day would be over by 9.30am and I'd be at the beach. There is a lot of admin/behind the scenes stuff involved, particularly when you start working with brands and PRs. I just respond as best I can. I also do consulting work - styling and social media consulting - so this has to fit in around my blogging work too. Achieving some kind of balance is a work in progress.
Are there any other Australian blogs or media outlets that you feel have had an especially good year too?
The "mummy" blogging niche has come out as a force to be reckoned with this year. These are mums who blog on a whole range of subjects but have a highly engaged audience. Brands are realising this and the smart ones are creating relationships early on with key players. Bloggers Eden Riley (read it here) and Mrs Woog (read that one here) were two of five Australian bloggers to be sponsored to go to BlogHer in San Diego this August and they were profiled on Channel TEN's now defunct 6.30pm with George Negus. These women are incredible writers and story tellers and two big brands helped get them to the US.
How is 2012 looking for StylingYou? Any big changes or developments on the horizon?
I'll be looking at a re-design of my blog early in the new year. The current design will have been in place for two years and I do like mixing things up. The content will remain largely the same - advice-driven fashion, beauty and lifestyle information for the busy woman aged 28-45 - this is what sets me apart from the younger fashion and beauty bloggers. I'm no longer young and won't be snapped by The Sartorialist any time soon!
I'm heading to the Digital Parents Blogging Conference in Melbourne in March and will also be going to BlogHer '12 in New York. BlogHer is the biggest female blogging conference in the world. I'm not missing it this year.
Have you worked with PR agencies much this year, and what’s the best example of you working with PR that resulted in a successful piece of content?
My inbox is inundated daily.
I don't need PRs to write my content - and no blogger should. Just like a journalist, PRs are just one source of ideas and inspiration. And they can be a valuable source. The best pitches are ones tailored to my blog and ones that really suit my readers. The best example for me would be being flown to Sydney on two separate occasions for a hair product launch. The PR company and the brand wanted more than just Sydney-based bloggers at the launches and the result of supplying airfares and airport transfers paid off for them ten-fold.
Do you have any advice for PR professionals to work with you and StylingYou better in 2012?
Having come through the print media ranks I'm immune to the dodgy PR pitch. If it's not addressed to me and I'm not interested, I hit the delete button. I reply to the things that are a good fit for my blog and my reader.
It's about building relationships... good PRs can be the conduit between a blogger and a brand when it comes to sponsorship. I treat the ones who respect me with the respect they deserve too.
Many PR companies still don't know how to include bloggers into their mix - those ones will get left behind in 2012 and their clients will miss out on valuable and often viral coverage.
If you're having an event and you really want me to be there and share your product with my readers, then consider covering my travel costs. Unlike journalists, bloggers are not paid a wage from a media company, they earn money through advertising, sponsorship and related work. I do make the trip to Sydney every month to go to key events, but if you only tell me about your event the week before and if you can't cover costs, then I'm unlikely to be able to come.
With your clients, think about how you can successfully work with bloggers - find the bloggers that are a key fit for your client and just work with them. Also, don't be afraid to be that conduit to the client and talk sponsorship and ambassadorship opportunities. Bloggers are the new word of mouth marketing. And your clients could be a part of that for a fraction of the cost of a glossy two-page ad in a magazine. Find the right bloggers and their combined readership will also exceed that glossy magazine.
You can find out more about StylingYou by going to the website. Influencing subscribers can also find StylingYou on the Influencing database.
Comment and get full access to Influencing by registering for FREE
- Read and comment an all stories
- Weekly digest of media and PR news (optional)
- Post media releases to PRWire newswire
- Advertise job vacancies
- List your business in our PR directory
Please note that Influencing is used EXCLUSIVELY by media and influencers, as well as professionals who manage marketing and communications within their organisations, so we need a work email address.
More Media News
Macquarie Sports Radio rebrandedBy Jonas Lopez in Media News on Tuesday, 21st January 2020 at 4:18pm
Nine Radio has officially discontinued the Macquarie Sports Radio brand.
The company announced today that much of the sports-focused programming will be changed to music from the 1970s to 1990s, starting 2 February. As such, heritage stations 2UE 954AM, Magic 1278AM, and 4BH 882AM will be reactivated, and the DAB channel in Perth is rebranded as Magic DAB+ Perth.
However, Nine Radio will keep Macquarie Sports Radio’s commitments to the AFL, NRL, and Cricket Australia.
“We’re very proud to be bringing back great radio brands like 2UE, Magic and 4BH with a music format that we know will resonate with audiences in each city. Until recently Magic and 4BH were successful music stations and our research clearly shows there is a gap in the market for this music format, built around the best of the 70s, 80s and 90s,” said Nine Radio managing director Tom Malone.
Stanton takes up office at CorusBy Jonas Lopez in Media News on Tuesday, 21st January 2020 at 9:12am
Ronnie Stanton has moved to Canada to take up a new programming job with Corus.
He will be in charge of programming for Corus’ stations such as CFOX 99.3 in Vancouver and Calgary stations Country 105 and Q107.
This is Stanton’s second run with Corus. He worked with the company from May 2013 to late 2016, starting as national morning show coach to VP for national brands and programming. He had recently finished nine months as Grant Broadcasters’ regional content director for the northern areas.
Stay tuned with Stanton on Twitter @RonnieStanton.
Classic 97.3FM breakfast trio reunitedBy Jonas Lopez in Media News on Monday, 20th January 2020 at 3:54pm
ARN’s 97.3FM in Brisbane is bringing back the old breakfast crew of Robin Bailey, Terry Hansen, and Bob Gallagher on 28 January.
ARN national content director Duncan Campbell said reassembling the triumvirate was a coup in itself, considering all that happened before.
ARN didn’t renew Bailey’s contract in 2017 and she went to Triple M until leaving last September to tend to husband Sean Pickwell’s bout with illness. Gallagher left the show last year for personal reasons. Their respective replacements, Bianca Dye and Mike van Acker, worked well with Hansen.
Ruth de Glas is back for another run as executive producer.
“It’s wonderful to be back at 97.3FM, it’s where I’m meant to be. I’ve missed the connection, the conversations and our listeners. It’s a new year and a new time in my life and it feels so right to bring the old band back together with Tez and Bob. Our focus is to bring the best of
Grant Goldman dies following cancer battleBy Jonas Lopez in Media News on Monday, 20th January 2020 at 9:06am
Seasoned broadcaster Grant Goldman has passed on at 69 years old.
A former station he worked in, 2GB, tweeted that he died after a long battle with cancer, which was revealed to be terminal in 2017.
Goldman was one of the Australian media’s best-known voices, lending his talent to multiple stations including 2UE, 3UZ, and 5AD. He also hosted the first edition of ABC’s Countdown, and was popular amongst Sydneysiders as the voice of the city’s bus and tram network through the 1990s and 2000s.
He had been the ground announcer of Manly Sea Eagles games at Brookvale Oval from 1983 to 2016, and became the voice of automated tour guides for the Blue Mountains, the SCG, and Stadium Australia.
HIT 106.9 adds brekky show hostBy Jonas Lopez in Media News on Monday, 20th January 2020 at 9:01am
HIT 106.9 FM in Newcastle is adding a third co-host to the Nick and Jess breakfast show
The HIT Network announced that Nick “Ducko” Allen-Ducat is joining Jess Farchione and Nick Gill today, as the Nick, Jess and Ducko show (pictured).
Southern Cross Austereo NSW/ACT group content director Jase Allen said Allen-Ducat earned the post as test sessions with Farchione and Gill brought out chemistry among them.
Allen-Ducat moved to Newcastle after a successful announcing/producing stint with NOVA Entertainment in Sydney and Brisbane, plus finishing tapings for 9GO! kids show Smashdown.
“I’m so excited to be joining the Hit Newcastle family for 2020, Nick Gill and Jess Farchione are loads of fun and I can’t wait to see what we get up to together! Newcastle are in for one hell of a ride! Newy is an incredible city, I am pinching myself that I get to call it home and work on a breakfast show with such amazing people every day, even if there are two Nicks
New Drive show set for SEA FMBy Jonas Lopez in Media News on Monday, 20th January 2020 at 8:57am
Sunshine Coast station 91.9 SEA FM is debuting a brand new show, Elly and Becks, on 3 February.
The show will bring together Luke “Becks” Toohey and Elly Chaney.
Chaney settled in the Sunshine Coast after two years at Hit96.9 Shepparton’s breakfast show. Toohey recently stepped down as Southern Cross Austereo’s VIC/SA Group content director, and is now SEA FM’s new content boss.
“I love sunshine and I love the coast so accepting this job and joining the SEA FM family was a no brainer! I can’t wait to jump on the air with Becks and prove once and for all that I’m funnier than him,” said Chaney.
Taylor to head Vacations and Travel magazineBy Jonas Lopez in Media News on Friday, 17th January 2020 at 5:41pm
Vacations and Travel magazine has tapped Jac Taylor as its new editor, reported Mumbrella.
She was chosen on account of her 14 years’ experience contributing material for a variety of luxury travel publications, including Vacations and Travel, and speaking on travel tropics.
“It is a real thrill to take the editor’s chair here at Vacations and Travel,” said Taylor.
“I thoroughly look forward to meeting the exceptional standard set by those before me, and am excited by the potential offered by such an outstanding brand.”
Follow Taylor on LinkedIn.