PopSugar Launches Blogger Network

PopSugar Select to include 3000 lifestyle bloggers

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From Fairchild Fashion Media’s NowManifest to Lucky magazine’s Style Collective, media companies have been snapping up bloggers left and right for the past several years. Now, female-focused digital company PopSugar is launching its own blogger program, PopSugar Select.

The program launched yesterday with 70 beauty and food bloggers (like Christine Mikesell of 15 Minute Beauty and Anita Chu of Dessert First), and will eventually expand to include fashion, home, fitness and mom bloggers for a total of 3000 members, according to the company. (Bloggers will also be able to apply for membership.) Similar to other blogger networks, PopSugar Select will connect its members to opportunities for paid sponsorship deals, include them in PopSugar social media campaigns and events, and feature them on the company’s websites, which attract a total of 20 million unique visitors each month, according to comScore.

PopSugar underwent a major overhaul earlier this year: The company changed its name from Sugar Inc. to PopSugar Inc., centralized and rebranded its formerly independent sites like ShopStyle, Fashionologie and FabSugar under the PopSugar umbrella, and rolled out a redesign that put a heavy emphasis on mobile and video.

“When we started the company [in April 2006] we thought that we were going to be like Condé Nast or Time, Inc.—big publishing companies that run websites, or blogs,” co-founder and editor in chief Lisa Sugar told Fashionista in February. “But what we’ve found is that video has essentially just taken over in pageviews…[With everything rebranded as PopSugar], it’s like having one cable channel that has a bunch of different programming throughout the day—workouts, shopping, recipes.”

@adweekemma emma.bazilian@adweek.com Emma Bazilian is Adweek's features editor.