A Digital Marketing Agency prefers dealing with Blog Networks instead of individual bloggers. Here’s why:

Today, blog networks range from big, like Gawker and Sugar, to smaller and more focused, like The Business Insider, VentureBeat and the GigaOm Network, which cover business and technology. There are also large networks of blogs that share ads but not editorial control, like BlogHer and Glam Media.

Blogs, with their unpredictable and sometimes edgy content, can be frightening to advertisers, but blog networks are less risky, said Shenan Reed, a founder of Morpheus Media, a digital marketing agency that represents brands like Louis Vuitton and L’Oréal.

“When you’re dealing with a company where the editorial control is living under one roof, you feel like there’s a consistency in the message, which is what makes Sugar, Gawker and Curbed fantastically interesting to us,” Ms. Reed said.

Blog networks also make it easier for advertisers, who do not have time to sift through the millions of blogs on the Web, to reach a big blog audience.

From: NYT.com