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Better never than faking it: lucrative lifestyle blogging with Ollie Danger

Posted: May 18, 2011 at 3:39 pm No Comments »
In a couple of weeks time, I’ll be chairing a panel discussion at the Communicate Magazine Social Media in a Corporate Context conference focused on the relationships between corporates, PRs and independent bloggers. Last night I had the pleasure of catching up with one of the bloggers involved, Ollie Olanipekun, aka Ollie Danger, co-founder of the Better Never Than Late blog.

Olanipekun’s done an awful lot in a few short years. As well as running one of the – if not the – most successful street fashion and urban lifetstyle blogs in the UK, he’s also worked for some of London’s coolest advertising and comms agencies and is now involved is developing multi-platform offerings for Channel 4.

Most impressive is that he’s achieving this success by just doing what he wants.

This was particularly striking in a week that saw Iain Dale launch his latest venture, which, though sharing some attitudes with blogging, is being positioned as more of an online magazine. As Dale explained in Saturday’s Guardian, he found that he

couldn’t write three or four times a day while his other media interests expanded, and because he doubted their relevance. He added he had “come to the conclusion that the mainstream media had eaten up the blogosphere”.

Dale may well be right about the political blogosphere, but I don’t think it’s the case in Olanipekun’s world, no matter how many “mainstream” projects he takes on. And for as long as he chooses to, he doesn’t have a problem producing daily multiple shortform posts, because they are so much a reflection of his lifestyle.  (Interesting how this resembles the attitudes of some of the Scandivanian bloggers we’ve recently talked to.)

More to come from Olanipekun at the Communicate conference, which you can learn more about here – and better yet, friends of Cision can take advantage of a discount.

See you there.

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