The End of “Mommy Blogs” As We Know Them


For so many years, mommy blogs have reigned supreme in the world of online journaling. Perhaps it’s because parenthood is one of the most all-encompassing thing that can happen in a person’s life, or maybe it’s because the internet helped new parents not feel so alone – regardless of why, blogging about children was one of the first and arguably most lucrative form of blogging. But is that still the case?

Just a few weeks ago, mom blogger supreme, Dooce (AKA Heather Armstrong) announced that she would be stepping away from her blogging platform. This caused many journalists to start to speculate, “is this the end of mommy blogging?”


But Dooce putting away her laptop for a bit is not why I pose this question. I wonder if the categorical end is near because, as a marketer, I’ve long been seeing a shift in consumer interest. Not to say that moms that blog are going away. And not to say that parents blogging about parenting issues is going away. Rather, I’m seeing a shift away from parents blogging about their daily lives.  And here’s why:

  1. It’s no longer novel. There are just too many others out there, and it’s a medium open to anyone. Unless you really find a niche audience, there is probably someone just like you out there already trying to go after the same eyeballs you are.
  2. The medium is too static. There is only so much people want to read in a day. Not to highlight a recent tragedy, but I believe we will be seeing more “look at my quirky family” YouTube series, rather than blogs.
  3. The question of children’s rights and privacy are very real. Point two aside, more and more people are trying to figure out how they feel about people who blog about their children.  Many bloggers are finding it easier to, again, talk about the act of parenting rather than their specific children.

But what can we do as marketers trying to reach moms? Mommy bloggers used to be the Holy Grail, what do we do now? Well, we hit moms as people. As women. As friends. As sisters and daughters. We look at them as a rounded out human being and address their needs from that perspective and see how that works out…or, we just move on to Daddy bloggers 😉

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