Skip to content
Home » News » Six Apart – Software, Services and Advertising?

Six Apart – Software, Services and Advertising?

Yesterday, the web was buzzing due to Six Apart’s mention of a new advertising service and blog management service they are building. The advertising part of their business will be managed by Adify, the same service that so many companies are using to roll their own advertising network out these days, including Forbes, and others.
The blog service will include management of the back end, SEO, and blog design as well as consulting. This could mean huge issues for other companies that have built up services supporting Six Apart’s user base.
Darren Rowse has all sorts of details pertaining to the deal and what kind of things we can expect.

San Francisco, CA – April 21, 2008 – Six Apart, the world’s leading blogging software and services company, today announced that it is adding a host of social media services to its existing technology offering in response to the growth of blogging into a mainstream communications technology. The company will provide new advertising, design, implementation, development and site optimization services to bloggers and companies of all sizes.
“Our customers have asked us for complete solutions as their blogging and social media efforts grow,” said Chris Alden, CEO of Six Apart. “We’re expanding our business so that our customers can benefit from our years of experience in this space. We can provide them not just with the technology but with the expertise and services to help them succeed.”
To support this growth, Six Apart has acquired leading social media creative agency, Apperceptive, LLC., and established an office in New York City. Apperceptive has worked with Six Apart for the past two years providing cutting edge development and design to leading web properties that include Huffington Post, Washington Post, Gothamist, Serious Eats, Boing Boing, Major League Baseball, and more. The New York team, currently hiring, will play a significant role in the delivery of social media services to customers and advertisers.
Advertising and VIP Services
Six Apart now offers a premium advertising program for influential bloggers and social media web sites as a powerful alternative to current advertising options. Thousands of bloggers on hosted platforms like TypePad and self-hosted tools like Movable Type and have the opportunity to make money from their blogs by participating in advertising solutions created by Six Apart that bring together the best of social media, blogging, and advertising. This new program builds on Six Apart’s years of experience providing innovative, custom media solutions to major brands such as HP, MSN and Universal Studios.
Six Apart’s new advertising services combine the depth of blogging with the breadth of social networks to create engaging, relevant online experiences that connect advertisers with influencers and their audiences. Six Apart is partnering with Adify, the premier technology and media company focused on vertical online advertising, to provide the advertising program to bloggers.
In addition, the Six Apart VIP program will promote and support influential bloggers in building their audiences and visibility. Services for VIPs include blog assessment and optimization, design and template analysis, and educational services and webinars.
Design, Development and Implementation Services
With the acquisition of Apperceptive, Six Apart will continue to design and develop next-generation social media applications and experiences for major bloggers, large media companies and corporate customers. Six Apart Services will help online publishers that want to power custom communities, encourage user-generated content, and manage web publishing from a single, scalable application. The group will also integrate social publishing platforms with customers’ existing systems to create effective internal collaboration tools.
Blog Optimization and Tune-up Services
Six Apart is offering a set of personal consultation services to bloggers of all sizes that help them get the most out of their blogs. The new “Turbo Tune Up” and “Power Launch” services, designed to improve the marketing impact of their blogs, are now available to all TypePad bloggers. These services are an addition to the existing world class support currently available to TypePad customers.
New Business Units
Six Apart is forming two new business units to provide the new services. Six Apart Media, led by David Tokheim, will provide the premium advertising program to influential bloggers and custom advertising solutions to marketers. This group will also identify, cultivate and support bloggers for the VIP program.
Six Apart Services, led by Marissa Levinson and David Jacobs, will provide design and implementation services to large publishers and corporate customers.
Any blogger can receive a blog tune up or power launch service from Six Apart’s professional support team.
“By adding these services as we continue to invest in our core technologies, Six Apart is ideally positioned to capitalize on the rapid growth in the blogging market and provide complete solutions to our customers,” said Alden.
About Six Apart
Six Apart Ltd. provides award-winning blogging software and services that change the way millions of individuals, organizations, and corporations connect and communicate around the world every day. The company provides the Movable Type social media platform, the TypePad hosted blogging service, Vox, a free blogging service for friends and families, advertising solutions for leading brands and influential bloggers, and services dedicated to making bloggers successful. Founded in 2002, Six Apart is a global company with its headquarters in San Francisco, CA, and offices in Tokyo, Paris and New York City . For more information visit the Six Apart corporate web site at
Here are some examples:
Since Six Apart powers the platform we have the ability to connect the bloggers and the advertiser in fresh, innovative ways no other network or digital media company can. We’ve been providing innovative campaigns to companies like HP, MSN and Universal Studios for the past two years and we’ve learned a lot about how to spark and sustain the conversations between marketers, bloggers, and their readers – in a way that puts the control in the hands of the consumers. Here are some custom examples – You’ll see the MSN Brand integration underneath the LJ Editorial – You’ll see the MSN Brand integration underneath the Vox Editorial – LJ Sponsored Community that was developed for the theatrical release and then revived for the DVD release. – Vox Blog Themes that were developed for the HP campaign.
Another aspect of the campaign that was remarkable, was on Over 330 users submitted designs that they created both to share with others and to enter the contest. The designs were placed in a gallery for users to vote on.