Canadian Magazine Industry News
14 September 2012,     TORONTO
SavvyMom Media Collective offers advertisers sponsored blog content
SavvyMom Media, publisher of online resources for Canadian moms, has launched SavvyMom Media Collective offering advertisers custom sponsorship opportunities.

SavvyMom Media Collective allows brands to connect with moms in an "authentic and meaningful way, while also supporting the mom bloggers financially for their content, audience and influence," notes a release.

The collective offers advertisers "creative ad units" and sponsored content from bloggers, noted Minnow Hamilton, editor-in-chief and co-founder, in an email. "Advertisers pay for custom solutions that our sales team creates in response to their specific needs."

Sarah Morgenstern, publisher and co-founder of SavvyMom Media, explains, “We match bloggers to brands and work with them to deliver the highest quality, authentic content, wrapped in the trusted context of the SavvyMom brand. The net result is high-impact programs for advertisers seeking meaningful engagement with Canadian moms.”

The bloggers receive an unspecified percentage of revenues from sponsored content and ads, noted Hamilton. “Bloggers are the new consumer-advocate for moms, yet despite their desire to work with brands and share their experiences with their audience, there hasn’t been an efficient, impactful, and mutually beneficial way for both parties to work together,” added Hamilton. “It’s a fragmented landscape that we’ve been able to successfully pull together."
Brands including Smuckers and President’s Choice have already started working with bloggers in the SavvyMom Media Collective, according to the publisher.

Earlier this year, SavvyMom Media launched SavvyStories, a site channel which offers fresh content from over 100 Canadian mom blogs. Last year, SavvyMom acquired Vibe Family Publications to extend its reach into western Canada.
— Jeff Hayward
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