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Fohr Card, the new project from ex Tumblr fashion director Rich Tong, blogger Holly Stair, and blogger/photographer James Nord—is basically a background check for bloggers. It officially launches today, and it purports to be "the first verified fashion blogger directory."
The directory includes about 1,000 bloggers at launch, WWD reports, and the goal is to make it easier for independent style blogs to work with brands, agencies, and publications. Jessica Quirk's blog What I Wore, Tuula Vintage, EvaChen212, and John Jannuzzi's Textbook are among the top-ranked blogs featured on Fohrcard.com.
Each blogger profile page contains detailed information and statistics, including follower counts for Twitter, Tumblr, and Instagram, as well as Google Analytics, with unique visits, page views and unique page views. There's also interaction data from the past 30 days with the amount of "likes," re-tweets or @ replys listed, in addition to companies the blogger has worked with and recent press.
"We were getting e-mails every day, some from brands looking to connect with the right kinds of bloggers and some from bloggers looking to connect with brands. Nobody could find each other, and we realized there was an opportunity to build a tool to organize and legitimize the market," Nord told WWD.
The mission statement on FohrCard.com echoes that sentiment. "Every day, fashion blogs become more and more vital in brands marketing and outreach strategies, yet there is no effective way for the two groups to find and contact each other," it reads. The directory is meant to change that.
The service is free for bloggers, but brands will pay a yearly fee to access the directory. Brand partners at launch include Kate Spade New York, Oscar de la Renta, Puma, the CFDA, and Lucky magazine.
· Fohr Card Aims to Link Brands, Bloggers [WWD]
· As Brands Put More Resources Into Social Media, You Can Expect a Harder Sell [Racked]