How fashion geeks turned a blog into a business

- Banner ads running along the top and right-hand side of the blog, which come from an ad network who sells ad inventory on behalf of the blog. ( Fashion and lifestyle advertising)

- “Our general rule of thumb for the right-hand side column ads is that as long as it’s not a pop-up or any ad that disturbs the reader’s experience, we will let the network put it on.

- “We started our Twitter account much earlier than our Facebook and Instagram accounts,” said Ngai. “Another reason is that in terms of audience, about half of our readers are from the US and Europe where Twitter is used more often than in Hong Kong. It seems like Facebook and Instagram tend to be more Asian-focused.”

- The founders send out a weekly newsletter to about 3,000 readers with a round-up of the week’s posts but the newsletter contains no ads. One-off newsletters advertising brands are sent on a case-by-case basis.

- “We send eDMs by brands on a case-by-case basis if the brand is something we like and can recommend to our readers or if we think it is appropriate for the site,” said Ngai.

- Advertorials in the form of sponsored posts represent another source of income for the blog.