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Nov. 22, 2010, 10 a.m.

With its new food blog, WordPress gets into the content-curation game

This month, the company associated with one of the world’s most popular blogging platforms took its first, quiet step into the realm of for-profit content aggregation. FoodPress, a human-curated recipe blog, is a collaboration between blogging giant and Federated Media, a company that provides advertising to blogs and also brokers more sophisticated sponsorship deals. Lindt chocolate is already advertising on the site.

“We have a huge pool of really motivated and awesome food bloggers,” explained Joy Victory, WordPress’ editorial czar. (Yes, that is, delightfully, her official title.) Food was a natural starting place for a content vertical.

If the FoodPress model takes off, it could be the beginning of a series of WordPress content verticals covering different topics. currently hosts more than 15.1 million blogs, and when the FoodPress launch was announced, excited WordPress commenters were already asking for additional themed pages on subjects like art, restaurants, and beer.

(To clarify the sometimes confusing nomenclature: WordPress the blogging software — sometimes called — is free, open source, and installed on your own web server; we use it under the hood here at the Lab. is a for-profit venture offering a hosted version of WordPress software, owned by Automattic, which was founded by WordPress developer Matt Mullenweg. FoodPress is a project.)

For now, though, FoodPress’ creators are keeping their focus on their first blog and seeing what kind of traffic and advertising interest it attracts — the start-small-then-scale approach. And one question that remains to be answered in this first experimental effort is how WordPress bloggers will respond to the monetization of their content, and whether featured bloggers will want compensation beyond the additional traffic they’re likely to receive.

So far, the response from users has been overwhelmingly enthusiastic, Victory said. While the familiar issue of blogger compensation has been raised in response to the new venture, “our users don’t seem concerned so far,” she said. Instead, they’re largely excited about the possibility of even more themed sites. Advertising is already a part of, Victory pointed out, popping up on individual WordPress blogs unless a user is signed into WordPress itself.

WordPress’ venture into the editorial realm is significant on its own merits, but it also provides a fascinating case study in how media jobs have proliferated even as the news industry suffers. Victory used to work for metro newspapers, as did Federated Media’s Neil Chase. Now the two are working on a project that brings atomized pieces of user-created content together as a singular web publication. (FoodPress’ tagline: “Serving up the hottest dishes on”)

Victory is optimistic about this “new way of looking at journalism” — even though, she said, “I consider myself someone who has left traditional journalism behind.” But while some of the FoodPress content is aggregated automatically, Victory believes as well in the value of human curation in creating a good user experience — a sentiment shared among many in the burgeoning ranks of web curators. (Up to now, WordPress’ content curation has focused mainly on Freshly Pressed, a collection of featured blog posts on the site’s homepage, which Victory hand-selects daily.) And to bring more editorial oversight to FoodPress, Federated Media turned to one of its affiliated bloggers, Jane Maynard, to oversee the project — a paid, part-time position.

The blog won’t be just an experiment in curation, though; it will also be a case study in collaboration. “It’s the first step in what we think will be a critical partnership,” Chase noted — one that emerged organically from the collaboration-minded, conversational world of San Francisco-based startups. And just as Federated Media and Automattic have shared the duties of creating the site, he said, they will also share the revenue FoodPress generates.

As for the expectations for that revenue? Victory isn’t releasing traffic stats for FoodPress at this point — both she and Chase were hesitant to talk too much about a project still in beta testing — but noted that the site’s social media presence is growing, with, as of this posting, more than 1,400 Facebook “Likes” and 1,200 Twitter followers. The rest will, like a recipe itself, develop over time. “This is a little bit of an experiment for us,” Victory said. “And we’re hoping it’s wildly successful.”

POSTED     Nov. 22, 2010, 10 a.m.
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