Monetizing Mommyhood – coming this weekend to a radio near you

When I was in Toronto for the Blissdom Canada conference, I had the chance to speak to CBC’s Ira Basen about mom blogs, sponsorships, advertising and working with brands. It was an interesting conversation, especially as I tried to mentally juggle my relationship with Fisher-Price and Mom Central Canada (the sponsors who brought me to Blissdom Canada) and my own strongly held opinions on the matter. You can tune in this Sunday to CBC Radio’s The Sunday Edition to see how it all turned out. Here’s the aperçue from the Sunday Edition web site:

There are four million mommy bloggers in North America, women sharing with other women the trials and tribulations of bringing up babies and making more and more money at the same time.

In the past decade, social media for mommies has gone from a nurturing, supportive, chat-across-the-back-fence virtual village to a massive marketing vehicle for everyone from toy companies to the makers of minivans.

On the site you can also hear a quick promo of the show, featuring one of my biggest bloggy crushes and the woman I coincidentally befriended on the shuttle ride from the airport to Blissdom, Bonnie Stewart. Thanks to Judy Gombita on Google+, here’s a list of some of the others featured in the documentary:

PhD In Parenting – Annie Urban
5 Minutes for Mom – Janice Croze
Common Cents Mom – Hollie Pollard
Crib Chronicles – Bonnie Stewart
Mom Central Canada – Cora Brady
Fisher Price play panel
Child’s Play Communications –Stephanie Azzarone

Judy also quotes Ira Basen’s summary of the 27-minute documentary:

“It is basically about the pros and cons commercialization of the social media space, and mommy blogs are the best example of that. On the one hand, the bloggers who have chosen to monetize their blogs by hooking up with brands via sponsorships, sponsored posts, compensation etc., are being rewarded for the work they do and are providing a service that many readers must find valuable. On the other hand, as one person (Bonnie Stewart of PEI) says in the piece…

‘There are people now who are perceiving that social media is a great way to build platforms so that you can get a corporate job being a brand spokesperson for Kraft Foods, but they are not necessarily as interested, and possibly not even as aware of the creator/consumer model on which original social media was based. I’m not sure that the “I’m here as a consumer of opportunity, in a space that’s crowded with marketers” is social media. I have a feeling that that might just be an interactive way of getting eyeballs and shilling for traditional corporate interests. And if enough people allow that to become the norm, then I think a lot of the power and potential of social media goes away.’

Heh, you can totally tell why I have a blog crush on Bonnie after reading that, eh?

I’d almost forgotten about this and was pleased to hear that it wasn’t relegated to the cutting room floor. If you’re curious, tune in this Sunday to CBC Radio One. It’s currently scheduled to run at 9:13 am, barring interference from pesky world events and breaking current affairs. You can stream it from CBC Radio, too, or catch the full-length podcast after the fact.

Author: DaniGirl

Canadian. storyteller, photographer, mom to 3. Professional dilettante.

4 thoughts on “Monetizing Mommyhood – coming this weekend to a radio near you”

  1. oh my. well, i love you too. 🙂

    though i’m thinking that quote, particularly with that lead-in, may not make me many friends. it makes it sound like i was saying that about the monetized bloggers. whereas actually i was saying that most of the monetized folks ARE in the create-consume model, are networked and sharing, and that i don’t care so much about monetized v. non-monetized. i think the real divide is participatory v. non-participatory: those of us who see each other as audience and those who see major powers as their sole goal. eep.

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