Keeping it real.

When I pick up the Guardian or my copy of The Times, or any publication for that matter, I (perhaps naively) want to know that the editorial included is factual(ish) and news-worthy, and in the case of columnists that it is the genuine opinion of the author. I reward this honesty, with my faithful purchasing of the publication and my commitment to reading my favoured columnists whenever published. I never miss a piece by Caitlin Moran, and frequently find myself laughing out loud on the tube at Danny Wallace. I love blogs, but I am happy to pay for engaging editorial if I believe it to be original, inaccessible elsewhere, and well written –  200,000 people buy Vogue on a monthly basis for this reason.

What I don’t like however, is when I start having the inkling that what I’m reading has been commissioned. I can handle cover-wraps, 60:40 splits in favour of ads, drop down banners on sites and advertorials, but I recognise that these are advertising slots and do not interfere with the editorial. If I can sniff out a PR brief beneath an article I lose interest quickly and disengage with the writer. Editorial integrity is essential, and I expect the blogs I read (albeit predominantly style and fashion ones) to retain this credibility too.

Today bloggers have larger global readerships than many of our national newspapers, and tweeters have more followers than small countries have populations – their influence is irrefutable. Brands of course are capitalising on this power. Most youth brands will have a blogger outreach programe and content marketing is on the lips of every PR team in town. I am fine with bloggers being given free stuff, hell I wouldn’t say no to a bit of free stuff myself. I am not being all ‘holier than thou’ about the whole thing. What I ask is that blogs steer clear of becoming a continuous stream of advertising for brands with blogger budgets. That the authors I’ve grown to love don’t fall prey to endless photo streams of product that is not in keeping with their tone of voice, and that they do what offline publications do, call it a ‘sponsored feature’ if that’s what it is. I call for less blogger bribery and more transparent reviewing.

Amy Odell for Buzzfeed, Laura Silver for Never Underdressed and Suzy Menkes‘ for the New York Times all suggest that the enthusiasm for the exclusively personal style blog is waring thin, and that a fashion hungry online audience now wants more than just outfit pictures and is looking to engage in authentic, well rounded content. Those looking to pass the test of time in fashion media will need more than just pictures of them in wacky outfits and daily snapshots…I suppose that means I better start thinking of some witty things to say about menswear!