Last week, I questioned whether or not the social media economy could continue to support mommyblogging for cash in its current form indefinitely. Though the answer to this question remains unclear, it occurred to me that, in anticipation of the BlogHer 
2011 conference (beginning next week), there are a few possible signs of a lessening of faith in the influence of mommybloggers as an economic force. None of these signs are 100% conclusive, but they’re worth noting anyway, if for no other reason than to track the progress of the business over time. For instance:
1. BlogHer 2011 is still not sold out.
As of the time of this publication, there are still tickets available for BlogHer 2011. This is in direct contrast to the situation with previous years wherein tickets sold out well in advance to the conference, and in fact some were auctioned off on eBay, in some cases for more than their face value.
Of course, it should be noted that last year’s conference was in New York City, which is a more convenient and likely more desirable location for many conference attendees. Also: please note that 2010 had a maximum capacity of around 2,500 people, whereas this year the ticket sales are capped at about 3,200. The facility is larger, and the additional 700 slots could also help to account for the surplus tickets this year.
2. No Social Luxe party this year.
For the past two years, the Social Luxe Lounge has been a big part of the pre-BlogHer conference festivities. Best known for having a choice swag bag full of sponsor-provided goodies, the Social Luxe Lounge has been one of the most coveted private party invites for the past few years running.
For BlogHer 2011, though, there will be no Social Luxe Lounge. The official explanation for the absence of the party, as given on the Social Luxe website is that, “[d]ue to circumstances among all three hostesses, the stars just simply are not aligning this year.” Instead of the Social Luxe Lounge, there will be a lower-profile Blog Luxe awards ceremony that celebrates “inspiring blogs,” but presumably, means there will be no coveted swag.
The fact that there is no Social Luxe Lounge this year is likely due to many different causes, but to cancel the plans for the party in the presence of strong sponsor interest seems unlikely. If you have fewer peopled willing to put stuff in the swag bags, it’s a little more difficult to throw a swanky party, and though the change in venue might also have affected the interest from sponsors, it seems like this is in direct contrast to previous years, where the bags were overflowing with brands that wanted to be involved.
3. There appears to be a dearth of special sponsored programs this year.
Remember #GapMagic, the PR campaign that outfitted several bloggers in free clothing for Gap before BlogHer 2010? Even before #GapMagic , there have been many situations in which bloggers have been outfitted with clothing by brands before BlogHer as a promotional technique. But this year, I have yet to hear of anything like #GapMagic or similar promotional efforts. If these efforts had been considered successful, I would think that there would be more of them this year, rather than less. As BlogHer approaches, we may see some crop up, but my instincts are telling me there is just less overall interest from brands this year.
Are you getting a sense that the brand interest for the BlogHer conference is the same or lessened this year?
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{ 15 comments }
Another thing I have noticed: last year my inbox was pleasantly filled with invites to private sponsor parties surrounding the BlogHer conference. I was having to juggle several parties each evening of the conference in New York.
So far this year, I don’t have one single invite in my inbox! I have been feeling a little miffed because I thought I was being left out.
But perhaps I am not being left out. Perhaps there are no parties this year!
There are many, many more private parties in San Diego than in years past, FYI. Sorry.
My sister work in PR in Chicago and her various employers have sent her to every single BlogHer since the first year, but she’s not going this year.
Or maybe year two, whenever what is n
Oh hells bells, iPhone / fat fingers. Maybe year two. When ever what is now the expo was a handful of folding tables near a pool. She’s had the luck to be in the cutting edge of PR since she was plucked from making travel arrangements for the Bush’s Beans dog to the very first social media team at Edelmens and now her work is turning away from mommyblogs.
I’m heading to San Diego this year *because* of BlogHer, but I haven’t purchased a conference pass… yet. I’m not a typical blogger, although I’ve enjoyed my internet time and the virtual relationships I’ve established. I want to meet/socialize with some of the people I’ve met online and BlogHer will hopefully be a convenient way to do that. We’ll see… I’m worried it will be like trying to catch a school of fish with one fishing pole. I’m bringing my running shoes and bathing suit so I can punch out if need be.
This mom can’t go and has been trying to sell her pass ..if you’re interested? You could help her out and get one for cheap……..”@punkymama Anyone want to be Jo-Ann Rogan at Blog her. I will sell you my pass for 1/3 what I paid…. ” on Twitter 2/3 rds off is GOOD deal , right ?
I feel a bit slightly dickish about this Anna, not intending to use your comments as classified ads please forgive me, and thank you and I’ll never do it again. Swearz. (her kids medical needs shifted drastically and she has to use her blogher money on that. )
Maybe it’s a sign that BlogHer has more competition in the conference circuit? I can think of 5 or 6 different conference options for a mom blogger to chose from.
And didn’t the key conference planning people quit BlogHer to start Clever Girls? Maybe they took some of their contacts for past sponsors with them?
Interesting.
I think conference competion does have a lot to do with it. There are far more options now, and it doesn’t necessarily make sense to go to an expensive place like San Diego and hang out in a humongous crowd like that. Whether you’re a hobby blogger or a business person, that’s just unlikely to be a good use of dollars.
Very keen observations and I agree my inbox is lacking of off-site parties this year. I think that there are a few other reasons that BlogHer isn’t sold out yet:
1. The economy- lets face it the cost to get out there is not cheap. I think brands are thinking the same thing.
2. There are many other great conferences to attend and many bloggers are opting for smaller conferences.
3. Brands are taking an interest in smaller conferences because there is more engagement and in my opinion when I consult I often recommend the smaller conferences – unless the brand wants a big splash for brand awareness.
I don’t really think that these are signs of a mom blogger bubble bursting but are rather good observations. I think the landscape, competition and perhaps monetization of professional mom blogging is changing and shifting to professional mom bloggers behind hired more than just being sent a product to review. I tend to agree with Janice on her article here (Note the word: professional); http://blogs.babble.com/momcrunch/2011/07/25/value-of-professional-mom-bloggers/
Well, BurningMan 2011 is completely sold out so …wooohooo..My people !! Represent !!
) Some attendees have ben fairly shameless in their entitled attitudes, boycotts ,badmouthing sponsors after the fact i.e. the croc thing, and , not to sound like a total prude here but, the drinking..lots of drinking. While, drunk scenes don’t get covered much on re caps I can’t help but think there are plenty of inappropriate situations going down. I’ve worked in similar situations and anytime, people are cutting loose , like once a year, the over drinking always got out of hand . I’d surely like to hear a pov from the hotels involved.
I’m not qualified/sure/ whatever but it has occurred to me among other reasons brought up here that if I were a sponsor ? Some ridiculous scenes have gone down at Blogher over the years and I’m not sure I’d want to involve my brand . (if I had one, of course
It’s also fair to say that if even a few hundred of the 700 “new” pass buyers show up that equals a rise in attendance. I mention drinking as problematic at conferences as part of my early work experience with sponsored events in different style venues. Conventions are hell for cocktail waitresses sometimes. I’m not referring to anyone blogging in particular.. It’s part of business entertainment /marketing events. People will overindulge and puke in the sink. It’s harder to promote yourself if your hung over, also. Pace yourself, people for the love of the service staff……
I’ve heard less over-all about blogher this year than in the last two years. I wonder if the weakened economy means that less bloggers are willing to shell out big bucks for a conference ticket, several days of lodging and travel? Especially when there seems to be so many different conferences. It seems like it doesn’t matter where you live, there’s bound to be a conference for bloggers within driving distance.
I think it was so much easier for many brands when it was in New York because the big agencies are already there. Transporting things all the way here has to be expensive. I, of course am happy because I can take the coaster for once instead of flying!
I don’t think parties are a good sign. I have no less that a dozen parties and brand meetings to attend. and I am not a big time blogger. The festivities start on Wednesday as usual, Thursday night there are 4 that I know are full, at least 8 parties Friday night and 6 or so Saturday night. Microsoft is having 4 separate get-together that are invite-only, plus Ford and others that are not public.
IMO, economy and competition has more to do with it. Strategies have to be well thought out for these crowds. E3 and CES were smaller in scale, brand-wise, too. The ROI is better when brands hand-pick their evangelists instead of throwing drink tickets around.
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