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Blogg.se logo
Efter förra årets shoppingrunda som slutade med köpen av svenska Spray och norska SOL offentliggjorde igår det danska mediehuset Allers köpet av svenska Blogg.se (tidigare Blogsoft).

Blogg.se är en av Sveriges största bloggtjänster med runt 30 000 bloggar. Dessa genererar ca 20 000 inlägg per dag och nätverket besöks av runt 600 000 unika besökare per vecka. Demografiskt så dominerar kvinnorna som står för nästan 3/4 delar av alla besök.

…vi har länge haft fokus på kvinnor och fortsätter med det, säger Susanne Willfors, affärsutvecklingsdirektör på Allers förlag.
Hon påpekar att Blogg.se har 600 000 unika besökare varje vecka och att den största delen av dessa är yngre kvinnor. Köpet innebär att man tar över 30 000 bloggare som producerar 20 000 inlägg per dag. Men Susanne Willfors gör klart att det är besökarna som är viktigast i affären, inte bloggarna. (Dagens Media)

Blogg.se har på kort tid vuxit sig stora som nätverk främst tack vare ett fåtal mycket populära bloggar som till exempel Engla’s Showroom. Utmaningen hos de nya ägarna måste vara att behålla dessa “storbloggare” som står för en betydande andel av den totala trafiken i nätverket. Ett flertal varningstecken lyfts dock fram av bland annat den mycket läsvärda bloggen Dan.se som bland annat pekar på :

  1. Blogg.se har inga inbygda lojalitetsmekanismer. Utbyteskostnaden för den enskilde bloggaren är obetydlig och det är idag lätt att skaffa en egen domän där jag som bloggare kan tjäna pengar på egna annonser.
  2. Det saknas en gemenskap/community vilket innebär att det inte finns “gruppincitament” som håller bloggarna kvar.
  3. Allers vill kommersialisera bloggarna hårdare. Detta måste vara bloggarens val och inte bloggtjänstens…
  4. SEO - en stor del av trafiken kommer från Google. Ändrar Google i sina algoritmer riskeras stora trafiktapp (eller vinster!).
  5. Stora bloggar som Engla’s Showroom riskeras att köpas upp och således lämna nätverket.

Mer om Allers i detta tidigare inlägg.

Mer om affären hittar du på Resume, Dagens Media, Beta Alfa, QMG, M. Barczyk, Good Old Trend och Månhus.

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