Ben Popper over at Betabeat published a story on Betabeat Wednesday titled “The Fashion Industry Wants Tumblr to Get its Fucking Act Together.”
He put together the story based on two complaints Jessica Cogan and Julie Fredrickson had posted on their Tumblrs in response to a sponsorship proposal that was going around to some — but not all — fashion brands and their agencies.
The company is asking, in some cases, for sums upwards of $100,000 and CPMs as high as $70 (compare that to a nytimes.com front page takeover at a CPM of $2 to $3) for sponsorships during New York Fashion Week.
Among other things, marketers were upset that they were being asked to hand over $10,000 to host a private event with the 16 bloggers Tumblr is sending to FW (plus actual hosting expenses), when last year they were asked politely to do it for free. Mind, it’s not exactly customary for brands to pay for journalists to come to their events.
I spent half the day talking to agencies and marketers and here’s what they had to say. Among the many complaints were brand and blogger favoritism, as well as a lack of responsiveness and support from staff.
Philip Leif Bjerknes, digital director of agency ALLDAYEVERYDAY, points out that “brands have never been a priority of [Tumblr’s],” which I suppose is well and fine — until you start asking them for money.
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matthewknell reblogged this from styleandtheory and added:
biggest problem with this whole situation,...indeed social media marketing, is this...
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jenniavins reblogged this from styleandtheory and added:
fashion content, should tumblr play favorites? should it have...discerning eye, or serve...
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