Social Media Spotlight: Do Feed the Bloggers
"Design*Sponge, Goop, Apartment Therapy, Style Court, Absolutely Beautiful Things, Oh Joy, Shelter Pop, Casa Sugar, etc.," said Adams, were among the blogs who picked up on Lonny. "We were incredibly lucky to get as much coverage as we did."
But it was more than luck; Lonny was able to resonate with a vocal group of influencers who had impressive reach into its target market. (Design*Sponge has 50,000 daily visitors and nearly as many RSS subscribers.) Their endorsements gave the new magazine instant legitimacy. ... Remember when it used to work the other way around?
Tips to Use
Lonny has a few things going for it when it tries to connect with the blogging community. First, Domino had a good reputation among the community. Second, the team behind the magazine is building it on pure passion for the material, which is exactly what drives the blogging community.
"Some of the buzz was created by the fact that Patrick and I took a huge risk to launch Lonny on our own without any funding or a publisher to back us," explains Adams. They "were (and still are) driven by the belief that we are not the only people out there who sorely miss the magazines that have folded."
Lonny staff also reached out to bloggers personally to keep them engaged. They created a Twitter account and blog, attended networking events and hosted a launch party.
Perhaps most importantly, they were polite. "We made an effort to … thank the bloggers who were kind enough to support us …," says Adams.
A complaint you hear from bloggers working with traditional PR outlets is that they are treated as less significant press outlets, when bloggers are, in fact, usually very vocal enthusiasts.
"Enthusiast press" used to be an insult. Now it drives Web 2.0, and Lonny is a perfect example of how to start that engine.