#bloggergate - Who benefited the most?

Take a look at our updated post here summarising #bloggergate.

#bloggergate has been in the news cycle for four days now and all signs point to it being another PR coup for the owner of the White Moose Cafe, Paul Stenson.

No stranger to controversy, the White Moose Cafe has picked fights with vegans, breastfeeding mothers and even managed to boil the blood of a large portion of Brazil.

However, the latest controversy aimed at bloggers due to their "sense of entitlement" at requesting free accommodation at the hotel might be the biggest and most lucrative fight yet.

Following our analysis of the coverage over the past four days the White Moose Cafe has secured 53 pieces of coverage across 11 countries...so far!

On social media Paul is often boastful as to the 'free advertising' these kind of controversies generate. Our analysis shows he's not wrong generating a potential reach of 120 million people across print and online publications due to this one controversy alone.

If Paul was inclined to pay the 43 publications where the White Moose Cafe was mentioned the equivalent in advertising spend would have cost him just over €2m.

But if it was good for the White Moose Cafe, its been a whole lot better for Elle Darby, the influencer who triggered the controversy.

Elle Darby was mentioned in 114 articles across 20 countries with a potential reach of 450 million people generating close to €4.3m in equivalent advertising spend.

So is there such thing as bad publicity? According to these figures, its a no for both feuding parties.

Take a look at the comparing numbers below:

WHITE MOOSE CAFE

ELLE DARBY

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