Federated, CleverGirls Ink Pact | Adweek Federated, CleverGirls Ink Pact | Adweek
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Federated, CleverGirls Ink Pact

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Federated Media is looking to expand its reach with the female demographic through a pact with upstart female-centric blogging network CleverGirls Collective.

Through the partnership, Federated will be able to sell advertisers display inventory and custom ad opportunities on 200 or so CleverGirls blogs. The network reaches roughly 9 million unique monthly users, according to internal data.

In addition, marketers will be able to tap into the CleverGirl blogger’s social media proclivity; the group’s community is known for being active users of Facebook, Twitter and other platforms and will be occasionally tasked with serving as brand advocates. “We want to work with brands in a thoughtful, professional capacity,” explained Stefania Pomponi Butler, CleverGirls' founding partner. “This is basically a turn-key community for advertisers.”

Working with year-old CleverGirls allows Federated to ride the Web’s long tail -- without becoming another mega ad network, said Neil Chase, vp of publishing, Federated. The company has always sold itself as working with a select number of small to midsize publishers while offering brands “conversational marketing,” -- i.e., campaigns that tap into the social nature of blogs and the like.

“This is the first move in this direction for us,” said Chase. “It gives us more reach than we’ve had before, and we’ve found sites that have something in common and think like us. We feel very good about the quality...and while some of these sites are smaller, they have a high level of engagement.”

In addition to the ad partnership, Federated and CleverGirls are developing a stand-alone Web destination that will serve as something of a "best of" CleverGirls blog content, added Chase.