Brands are well aware of the influence bloggers can have online, but a more recent growing trend is the idea of using bloggers in more traditional print media. Kraft’s Cool Whip Brand recently paid four bloggers to appear in ads placed in women’s magazines to be released starting in April.
Bloggers for the Cool Whip ads include Emily from Busy Mommy, Shelly from MomFiles, Jenny from Picky Palate and Ana of SpanglishBaby. After being approached by a public relations representative from Cool Whip, the girls were flown to New York city to be photographed for the ads. Ana said in a recent blog post “Cool Whip whipped topping was looking for busy moms who, somehow, still find the time to make every day special for their families and that was something I could definitely identify with.”
In an interview, Emily said “The whole experience was amazing and it was actually my first time in New York City! It was a little intimidating to be in a professional photo shoot with a famous photographer, but everyone was very down-to-earth and made it a fun experience. I’m sure the best part will be seeing the finished product in magazines!”
There has been a crossover between traditional media and the blogosphere for some time now with newspapers and online news sources all having blogs and an online presence. Journalists are now often bloggers and bloggers are sometimes journalists. This overlap in to the traditional media world by bloggers is trending more towards the advertising realm as well.
It seems this is something we can expect to see more of in the future. This year Technorati’s State of the Blogoshpere stated
Almost one third of bloggers have worked for the traditional media, with a monthly magazine being the most common form (41%). 55% of Professional Full Timers and half of all Corporate bloggers have worked for a monthly magazine in the past. Of those who have worked with traditional media, 24% are still employed and blog separately.
The Cool Whip ad is expected to start appearing in the April-July issues of Better Homes & Gardens, Everyday Food, Family Circle, Family Fun, Parenting Magazine School Years and Real Simple with Emily’s ads running in April followed by Shelly, Jenny and Ana in the following issues.