Mummy bloggers like Mia Freedman may finally be out of fashion, writes Ros Reines Mummy blogger Em Rusciano at her home in Northcote. Meet the 'Mummy Bloggers' granted special access to the Prime Minister. Meet The Press Ep06 Seg3 Mia Freedman, queen of the mummy bloggers. ARE mummy bloggers becoming so last year? Certainly the public's fascination for endless mummy pontification seems to have cooled faster than an ice cream cake. Last week, it was announced that radio broadcaster, Southern Cross Austereo, had axed its Mamamia Today radio show after eight months. The show, broadcast nationally at school pick-up time and hosted by Em Rusciano and Dave Thornton, featured regular call-ins by Mia Freedman - the well-respected publisher and editorial director of Mamamia and its sister site iVillage.com.au. Last week, Freedman put the axing down to the tough economic climate. "We've had a wonderful partnership with SCA and it's a shame they've had budget cuts across the board," she explained. A network spokesman added that they took the decision to can the show because they wanted to make the hour more music focused. They also needed to retain some of their more youthful listeners who were threatening to switch stations in droves. Even some of the well-known mothers at the station admitted to me they were not keen on the show. Part of the problem was Rusciano's unique but raucous style of delivery. At times the Melbourne comic (who insisted on wolf-whistling during Myer's recent Autumn/Winter collection launch), sounded so darn smug as she broadcast the kind of subjects usually reserved for a girl's night out. And not even regular call outs to the authoritative Freedman "in the field," could make the program any more palatable. Freedman is, of course, the queen of Australian mummy bloggers. The former editor of Cosmopolitan magazine knows how to package things up just right for public consumption and many of the people who contribute to her professional sites are working journalists and published writers. But this is not always the case, and I for one am increasingly tired of mummy bloggers waffling on about child-rearing and the daily challenges that come with it. The US, for example, has been the heartland of mummy bloggers for nearly a decade. This is where an estimated 14 per cent of all mothers have launched a blog about their daily musings, with nothing too lightweight or mundane escaping their attention. That's literally millions of blogs. In one instance a mother devoted an entire blog to her infant losing one of her milk teeth. Really, you had to have been there to understand the drama of that moment. Unfortunately the one thing that many of these mummy bloggers are crying out for is the skill of a damn good editor. But maybe I am missing the point. Among US website Babble's 100 Top Mom Blogs of 2012 is Casey Mullins of site mooshinindy.com, who was voted best confessional blog by Babble's panel of experts. And while Mullins has bravely laid bare her struggle with depression and infertility, she really does take self-indulgence to a whole new level. One of her favourite posts is entitled "Child, you are magnificent." It waxes on and on and on about her daughter. I took a hundred photos of you today and as I look back over them my heart gets overwhelmed with gratitude that you're mine. This is a woman with too much time on her hands. And by the way, what about the millions of children who are not glorified in the mummysphere - are they going to feel cheated by life or in some way inferior? Another one is Jenny Ingram of Jenny On The Spot. In one post she waxes lyrical about "Dad wrestling with the kids and making armpit farts, while Mom has to go to the store and make sure there is stuff to put on the grill." I know, hysterical, right? Call me a cynic but these women are not domestic gurus - they are just doing what women have done for generations, only now they are making a song and dance out of it. And what of the daddy bloggers? In Australia they have their own website daddybloggers.com.au, but early signs are not promising. This from Kev of The Illiterate Infant, who felt it necessary to give some gory stats on childbirth. It can burn an average of 50,000 calories, prise apart pelvises, cost half a litre of blood and last an average of 16 hours. No wonder the sheen is going off the confessional blogging genre. Or let's hope it is. Come on, isn't it time we all started to try looking outwards again? Wily Kyly tries to stump us KYLY Clarke, the fashion plate wife of Australian cricket captain, Michael Clarke, did not endear herself to everyone at last week's farewell to the Australian Cricket team. In fact, she gave some guests the cold shoulder. Cricket Australia and Qantas hosted a morning tea at Hangar 95 at the Qantas Jet Base on Wednesday to send off the Australian cricketers as they leave for the UK in pursuit of the Ashes. Present were a number of high profile members of the team and their partners, including Mitchell Starc, Nathan Lyon and Jackson Bird. It all went swimmingly until Insider approached Kyly Clarke to have a chat, but she simply marched off in the other direction. What on earth could be wrong? Finally it was up to a Cricket Australia spokesman to explain that Clarke did not want to talk because she didn't want to take the focus off the players. This was indeed noble were it not for the fact that she had just wrapped an interview with Channel Ten current affairs show The Project. Clarke, an ambassador for Harris Scarfe, is no stranger to controversy. She recently turned up to Australian Fashion Week clad in Camilla & Marc, when of course, Harris Scarfe would have been a better choice.