A rendering of the “Country Square” kitchen set, currently under construction at Bluewater Media.
In the 1980s, during the nascent days of cable television when your Friday Forecaster was first starting in the advertising business, audiences were tiny, unrated and easy to dismiss by the dominant, big-three broadcast networks. In time, combined cable ratings surpassed those three networks — and in recent years, viewership for Netflix has also eclipsed audiences for those same once-dominant broadcasters. Today, the marketplace is at a similar nexus, as media usage habits shift, and bloggers and social media influencers begin to attract audiences in sizes that range from those requiring micro-measurement, to aggregated audiences that offer numbers rivaling TV’s reach. As of September 2017, it was estimated that there are more than 440 million blogs worldwide, according to mediakix, a number that has surely surpassed a half a billion by now. Food bloggers comprise one of the largest categories, with top influencers attracting audiences that number in the millions, drawn to their websites and social media hubs that include Instagram, Facebook, YouTube, Pinterest and Twitter. Enter Bluewater Media, a converged marketing agency based in Clearwater, Florida, that is helping influencers generate and monetize their content.