October 17, 2011

The Business of Fashion Blog The Sartorialist

sartorialist book

The Sartorialist - From Blog to Book

Scott Schuman's highly regarded fashion blog, The Sartorialist, recently celebrated its 6th year.

The Business of Fashion's Imran Amed took the opportunity to examine the business of The Sartorialist which is apparently pretty good:

"The Sartorialist had around 13 million page views last month, a 44 percent increase over the same month last year...If current traffic levels are sustained and significant portion of the advertising inventory on The Sartorialist is sold, it could theoretically make Scott Schuman fashion's first million dollar a year blogger."

Schuman started out building his reputation at Style.com and GQ while continuing to build his blog:

"Once The Sartorialist began to attract serious global attention, Schuman left these high-profile gigs behind to focus on building his own business. With his newfound independence, Schuman knew he would have to build out his own revenue streams. 'You have to constantly spread out your streams, so if one stream starts to dry up you can go on.'"

Additional revenue streams have included gallery shows with prints of his photos going for between $1500 and $4000 each, special projects with fashion brands and a book also called The Sartorialist but ads are taking the lead:

"Like other photo bloggers, Schuman also sells his images to magazines, through his agent, Jedroot. But by far his biggest (and most stable) source of revenue now comes from ad sales on The Sartorialist website. Initially, Schuman worked with Style.com to sell his advertising inventory, but has taken this function back in-house, explaining that he is in a much better position to sell the ads himself because he understands the website better than anyone else could."

Scott Shuman has taken a path that few bloggers can follow but that doesn't mean one can't learn from his example of blogging about something he loves to do and finding multiple revenue streams in order to build a livelihood:

"'You can really make a living out of this,' said Schuman emphatically. 'It's tough, but if you work really hard you can create a business, if you're smart about it and have something real to say.'"