A Sweet New-media Formula

摘要

You might spend some time with Sugar, the family company that owns and runs 16 blogs aimed at young women, and leave thinking its properties have the collective editorial heft of a strand of silk. Or you might see in Sugar an unusually canny media play that, with remarkable speed, attracted major advertisers-Mattel, Microsoft,rnNeiman Marcus, I could go on-and diversified its revenues to a degree that most companies would envy. Since its formation four years ago, the San Francisco-based Sugar has gone from a simple blog to an ad- supported blog to a company that, according to co-founder Brian Sugar, last year derived 40% its revenues from non- advertis -ing sources, thanks to an e-commerce technology it licenses and a platform that aspiring bloggers can use.