Canopi fashions new web channel for style bloggers

There literally are millions of blogs with hundreds of thousands created dailcy. As any avid blogger already knows, not all blogs are created equal. Some are as professional, well-written and relevant as any glossy magazine. Others are, well, not.

Social media channels like Youtube, Facebook and Twitter can help somewhat cull the best content, but it's still not a great way to find good content about specific topics.

A small group of Cincinnati entrepreneurs are working to do their part to make the fashion blogging space more manageable and efficient for bloggers, readers and brands.

The Canopi startup is aimed at the fashion blogging community and billed as an "An All Access Pass to Top Blog Content." It's working to amass the best content, help readers and bloggers connect, and better match bloggers and brands.

Erin Flynn, a blogger who lives in Columbia Tusculum, started Canopi in July 2011. Formerly known as Righting Style, Canopi is just launching the site in Beta, and seeking blogger content.

The site will have a system that divides content by specific topics, and allows bloggers to use the platform to grow their influence. Readers can vote up their favorite content, and brands can tap into a system that sets pay rates for bloggers based on influence and content.

Flynn, who has a background in marketing, started Canopi in response to problems she saw as a style blogger. She's the author of Reality Chic, devoted to real-world style tips for young women transitioning to work from college.

"I graduated from college in 2009, and the economy crashed. I decided I wanted to do something for myself. I was passionate about fashion, and started a fashion blog. I was addicted," she says.

But she saw problems. It was hard to cut through the blog noise to reach readers, and difficult for brands to quickly identify great bloggers to partner with.

"I was finding brands were spending 25 hours per campaign looking for bloggers," she says.

Canopi is in its early stages, but will soon be contacting brands. The company is also seeking angel investors, and Flynn's husband is leaving a job at Procter & Gamble to work full-time for the company.

"We're open to all opportunities," Flynn says.

By Feoshia H. Davis
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