Sugar Inc.

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Sugar Inc. is a blog network based in San Francisco . Within the Sugar Inc. label, there are various editorially independent blogs that are dedicated to various specialist areas. The bigger blogs at Sugar Inc. include PopSugar (celebrities), BellaSugar (beauty), or LilSugar (motherhood). The blogs are aimed at a typical 28-year-old reader and cover topics that should interest them. The network is owned by Brian and Lisa Sugar, and Brian is also the managing director.

The two Sugars formed the network in 2005 when Lisa was 28 and Brian was 30 years old. The first blog was PopSugar , which deals with stars and celebrities. PopSugar itself is older than the blog network and was originally run as a hobby by Lisa Sugar. After founding SugarInc. the Sugar expanded the thematic spectrum. Over the years, other blogs supplemented the offer, for example GeekSugar (technology), YumSugar (food), and CasaSugar (household). Early investors included Sequoia Capital and NBC .

In 2007 the network had 30 employees and 3 million visitors generated around 26 million page views per month. In September 2009, with a total of 12 blogs, it reached around 11 million visitors a month, and by January 2010 it was 12 million visitors who produced around 100 million page views.

The blogs focus in their articles on an ideal 28-year-old woman as a reader. Blog posts are short, light, sarcasm free, and adorned with big pictures. According to the operators, the majority of the readers are female, between 18 and 44 years old, and have a household income of more than USD 60,000. Within Hollywood, the blogs have become sufficiently relevant to be invited to the Oscar awards.

As the company is family owned, there are no public financial figures. In September 2009, the New York Times estimated the larger blog networks, to which Sugar belongs, at several million US dollars with strong growth rates. BusinessInsider estimated sales in early 2010 to be between $ 10 million and $ 50 million. At the same time, the network had 105 employees, and about half of its sales were achieved through the affiliated e-commerce site ShopStyle . In addition, Sugar Inc. operates the blog platform On Sugar , where anyone can set up a blog. If sales are made through the blog, Sugar Inc. receives a share. 2008 Sugar acquired the Portal Fresh Guide, a daily local coupon -Schönheitsangebote for women published.

Remarks

  1. ^ A b c d e f Claire Cain Miller: Ad Shift Throws Blogs a Business Lifeline , New York Times, September 13, 2009
  2. ↑ a b c Claire Cain Miller: The Sweet Spot Forbes.com April 23, 2007
  3. ↑ Kara Swisher: Fun and Games: BoomTown Visits Sugar HQ for an Update! , All Things Digital September 21, 2010
  4. ^ A b c Nicholas Carlson: An Army Of 28-Year-Old Women Unleashes Hell On Condé Nast , Business Insider January 29, 2010
  5. ↑ Marketwire: Sugar Inc. Enters Local Editorial and Advertising Market With Acquisition of FreshGuide , June 8, 2010

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