DIARY directory recently caught up with David Evans of the Grey Fox blog which attracts up to around 13,000 users and up to around 40,000 page views monthly. David writes about menswear style and fashion for the older man and has an interest in British-made products. He welcomes collaborations, commissions, modelling requests and invitations to talk. 

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"A successful blogger/influencer has to have a strong message"
 

Listed in DIARY directory in the digital influencers subsection, along with 1000+ categorised influencers for PRs to work with, David shares his thoughts on the future of publishing due to the rise of blogs and social platforms, his favourite sponsored collaborations to date and why he first started blogging back in December 2011.

What got you into blogging/how long ago did you start?

I started blogging in December 2011. I wanted to explore the difficulties that older men have knowing what to wear and where to buy stylish clothes. The over-40 demographic is largely ignored by menswear brands, despite its increasing size and relative affluence. The blog describes my search for style as an older man.

Who are your core readers (include demographics) & is this a full-time job for you?

My core readers are over 40, but actually, I have readers of all ages and nearly one in five of the readership is female.

55% over 45 years of age
22% 35-44
17% 25-34
6% 18-24

The blog isn't a job but is almost full time. I probably spend 30 to 40 hours a week at least on the blog and social media.

Do you have any additional professional help for your blog?

No.

Favourite sponsored collaboration to date?

I've been working for a long time with Johnstons of Elgin, designing a cloth and promoting their AW17 menswear collection. It's hard to select a favourite collaboration as I have several ongoing and all are fascinating and engaging.

"A pet peeve is that so many PRs don't properly build relationships. Many spend much time and money looking for influencers, but then don't invest properly in the relationships they start to build.'

What are your thoughts on the future of publishing due to the rise of blogs and digital/social platforms?

I think there will always be a place for print and digital media. Both need to be adaptable and find ways of working together. Social media and digital has democratised the industry, but quality is still essential to succeed. For every blog that is started, hundreds fall by the wayside - and the same with print media. The important thing, as either digital or print media, is to have a strong theme, brand and a targeted audience. Without these, you're lost in the crowd.

How do you think brands/PRs can work better with influencers? Any pet peeves?

By being prepared to give back to influencers who offer value to their clients. Expecting hard work from influencers in return for social media coverage and free products is not going to work longterm. A pet peeve is that so many PRs don't properly build relationships. Many spend much time and money looking for influencers, but then don't invest properly in the relationships they start to build.

Biggest lessons learnt while working/blogging in the industry?

A successful blogger/influencer has to have a strong message, a unique theme and a passion for his/her work and the products they cover. There is still a surprising lack of understanding among PRs and brands how to work effectively with influencers. In the five years I've been blogging the need to cover several social media has become essential. You can no longer simply be a blogger!

What other bloggers /influencers do you follow and why?

To be honest I simply don't have time to follow others as closely as I'd like. I focus on Instagram, where I follow many older influencers, but I wish I could invest more time and effort to support others.

Contact

Grey Blog in 'digital influencers'