The Most Famous Bloggers Have Lost Their Platform

Photo: Courtesy of @RumiNeely Instagram.
Condé Nast is best known for its formidable roster of glossy magazines, but today the publishing company made an announcement that's guaranteed to shake up the blogging world. Business of Fashion reports that NowManifest, the Condé-owned blogging platform that has been home to names like Rumi Neely and Susie Lau, is officially shuttering, effective immediately.

First created in 2009 by the Swedish fashion blogger Elin Kling under the name Fashion Networks International, the platform was acquired by Condé Nast in 2012, along with its crew of bloggers, including Lau of Susie Bubble, Bryan Boy, Neely of Fashion Toast, Danielle Bernstein of WeWoreWhat, Derek Blasberg, and Anna Dello Russo. It was a major move for the publishing house, ushering some of fashion's most prominent bloggers under one umbrella. But, perhaps most importantly, it acted as an invitation of sorts, admitting these digital influencers into Condé Nast's notoriously exclusive inner sanctum. To the casual observer, it seemed to have a guaranteed place there (Condé kept the network going, even after selling other properties, like WWD, last summer). 

So, what happened? According to BoF, Condé Nast intends to shift its attention to in-house digital properties. “We are redoubling our focus on expanding our industry-leading site, Style.com,” a spokesperson for Style.com told the site. “We thank the NowManifest bloggers for their contributions to the portal.” This means that Neely, Lau, and the rest of the ex-NowManifest participants will have to pursue advertising deals on their own — and Condé Nast will lose the site traffic the popular bloggers no doubt brought in. Stay tuned to see how this shakes out. (Business of Fashion)
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