Nuffnang launches blogger development program, ‘Australia still in learning phase’ for blogger-brand engagement

Childhood101: working with brands

Blogger-brand match-making service Nuffnang has launched a learning program to help bloggers work more effectively with brands.

The service has already secured a deal with a few agencies whose clients will be given access to 11 bloggers who will take part in a pilot project.

Planning with Kids, Childhood101 and The Organised Housewife are among the participating bloggers – which have 1.9m average monthly views, according to Nuffnang.

They will take part in a series of master classes and discussion panels designed to help them work with brands “while maintaining their integrity and open communication with their readers”, according to a press release.

Nuffnang boss David Krupp said: “To pretend that blogs aren’t a property brands are itching to become a part of, is erring on ignorance. We want to see our Australian bloggers lead in the industry, and do it in a way that provides support and education, helps to maintain their integrity as bloggers and provide accessible partnership possibilities for brands.”

“We’ve identified the bloggers participating in the program to have grown to a certain stage, they need and want to learn more to excel their blogs to the next level. Our focus is always on supporting our bloggers and providing the services to keep their blog content evolving,” he said.

Krupp added that the Australian blogging industry is “in reasonably early stages compared to international markets” and is still in the learning phase.

“Consultation from the beginning of a campaign will see that Australia’s biggest brands and bloggers are working together cohesively and communicating openly to ensure blogger integrity isn’t compromised and brands achieve their goals,” he said.

Last week, Nuffnang signed up its 5000th blogger. The company has now executed 250 blogger campaigns for brands.


  1. Tim - NN
    11 Oct 12
    1:15 pm

  2. Exciting times in the Aus blogosphere. Looking forward to working with forward thinking brands who take a longer term view to blogger outreach and work towards ambassadorships with some of the country’s largest and most influential bloggers.

  3. Richard G.
    11 Oct 12
    1:41 pm

  4. This is clearly the opinion of a marketer not a blogger.

    I blog. I think I’m pretty influential in my field, but I can tell you the moment that my readers even got the slightest whiff that I was writing to promote this brand or that brand (not that I do), then I may as well get a fake tan and apply for a job writing for some weight loss program.

    What respected journalist would risk their reputation to promote a brand?
    None I would assume. If you aim to be a respected blogger then you wouldn’t either.

    You CAN’T not compromise your integrity as a blogger by promoting a brand. What a crock!

    And I have news for you Mr Krupp. I’m sure that I’m not alone in the blogger ranks in proudly not being the property of any brand. Not now, not ever. I also love it when others mirror their perverse moral and ethical beliefs onto others. Oh.. I must be “itching” to be a sell-out just because someone else might be itching to do the same.

    Want a short life as a blogger? Do what Mr Krupp suggests.

  5. Circling sharks
    11 Oct 12
    2:15 pm

  6. @Richard G

    Nuff said.

  7. a-muse
    11 Oct 12
    2:48 pm

  8. @Richard G

    I’m pretty sure he’s saying it’s the “brands” that are itching… not the bloggers.

  9. David Krupp
    11 Oct 12
    3:12 pm

  10. Hi Richard,

    Thank you for your contributing comment and opinion.

    Nuffnang’s model has been a proven success in Australia. We have over 5,000 bloggers in our community who have been willing to run over 250 campaigns for our clients. Furthermore from our annual survey of the last 2 years we have found that Australian bloggers and their readers clearly support bloggers working with brands. Nuffnang also continues to contribute to the Australian blogging community in meaningful ways from our conferences that draw 300+ bloggers each year to new initiatives such as our Talent Blogger Program.

    We respect if you don’t want to work with brands and don’t have an expectation for you to join our community.

  11. Just Saying
    12 Oct 12
    12:28 pm

  12. @Richard G

    Don’t PR agencies get ‘paid’, and don’t ‘journalists’ get paid but yet OH that’s right.. and more importantly, readers still read their stuff, and at some point are influenced by what they write. SO… why shouldn’t bloggers too?

    Magazines are paid…. so why shouldn’t a blog? … Just saying…

    Pretty sure bloggers are smart enough to work with brands they themselves support, and they will have the right to chose them too… so, there’s no selling out there…

  13. Shai
    13 Oct 12
    12:00 am

  14. Get with the times Richard, I don’t see any brands lining up at your door so rest easy and keep doing your 9-5