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The Sartorialist Scott Schuman's on His Blog Revenue, Tavi Gevinson

Scott Schuman Sounds Off on Tavi Gevinson, Hints at His Blog Revenue

>> In a new interview, The Sartorialist's Scott Schuman ballparks his blog revenue: "American Apparel bought advertising for the whole year and then I just got an email yesterday that Net-A-Porter.com is going to buy advertisements for the rest of the year as well. So those two ads alone are a good fraction of a million dollars: more than a quarter million and less than a half a million." Furthermore, he adds: "My audience is so much larger than everybody else’s that advertisers, well at least American Apparel told me that I am not in their Internet budget. My order is so big and they have to pay so much that I am actually in their magazine budget. That comes from having a good size audience."

He also gives his opinion on the Tavi phenomenon: "Well I don’t think her audience is that big. I think her success is a little bit of a conspiracy by established print media that wanted to show that this blog thing is not that important, that it’s done by a bunch of twelve year olds. But a lot of us are serious grown-ups. I think it’s great that Tavi can create a blog and write for other people that are like-minded – probably other kids around her age – but I don’t know how that is going to help a 26-year old, if she has never had a boyfriend or any of that kind of stuff. She’s just a kid, so she can talk about art and stuff only in an abstract way ... to me it is like a five-year old Michael Jackson singing about love – to him they are just words. It is just an abstract concept."

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