Women's Wear Daily

Are Editors Reclaiming Their Status as the Original Influencers?

“Note to bloggers who change head-to-toe, paid-to-wear outfits every hour: Please stop. Find another business. You are heralding the death of style.” This was the collective thought of Vogue editors in September 2016, when they took to the Internet to “discuss” that season’s Milan shows in an article titled “Ciao, Milano! Vogue.com’s Editors Discuss the Week That Was.” The editors sprinkled in digs at the bloggers throughout, prompting backlash from the targets — including Susie Bubble, Bryanboy, Danielle Bernstein and Shea Marie — now known as influencers. The article became fodder for an early editor-versus-blogger narrative, one further dramatized by the realities of a declining publishing industry and a burgeoning — and more profitable — influencer one. But that script has since flipped as magazine editors and their employers are now working hard to cash in on the influencer space. Editors at major publishers such as Hearst and Condé Nast are dedicating more of their efforts to growing their personal social media followings. Some are even cashing in on the reported $6.5 billion influencer marketing sphere, making as much as $1,000 for a single Instagram post and $10,000 for a brand campaign, according to market sources. Those numbers are small in comparison to

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