Polluting The Blogosphere

Iria · Jul 1, 2006, 12:31 AM

Source: Business Week
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Bloggers are getting paid to push products. Disclosure is optional

"You can't believe anything you see or read," complains Ted Murphy. "You think those judges on American Idol want to drink those giant glasses of Coke?" "You can't believe anything you see or read," complains Ted Murphy. "You think those judges on American Idol want to drink those giant glasses of Coke?"

It's funny to hear him say this because Murphy, who founded a Tampa-based interactive ad agency called MindComet, also runs a side business that pays bloggers to write nice things about corporate sponsors -- without unduly worrying about whether or not bloggers disclose these arrangements to readers. (A scan of relevant blog searches strongly suggests that, often, they don't.)

Murphy is launching PayPerPost.com, which will automate such hookups between advertisers and bloggers and thus codify a new frontier of product placement. Advertisers pay to post details about their "opportunity," specifying, among other things, how they want bloggers to write about, say, a new shoe, if they want photos to be included, and whether they'll pay only for positive mentions. Bloggers who abide by the rules get paid; heavily trafficked blogs may command premium rates. Those seeking to subvert PayPerPost from within can't: No pornographic or "illicit" content is accepted.

Jul 1, 2006, 12:31 AM	#1
Iria DriverHeaven Extreme Member Join Date: Apr 2004 Posts: 7,275 Rep Power: 87	Polluting The Blogosphere Source: Business Week _________ Bloggers are getting paid to push products. Disclosure is optional "You can't believe anything you see or read," complains Ted Murphy. "You think those judges on American Idol want to drink those giant glasses of Coke?" "You can't believe anything you see or read," complains Ted Murphy. "You think those judges on American Idol want to drink those giant glasses of Coke?" It's funny to hear him say this because Murphy, who founded a Tampa-based interactive ad agency called MindComet, also runs a side business that pays bloggers to write nice things about corporate sponsors -- without unduly worrying about whether or not bloggers disclose these arrangements to readers. (A scan of relevant blog searches strongly suggests that, often, they don't.) Murphy is launching PayPerPost.com, which will automate such hookups between advertisers and bloggers and thus codify a new frontier of product placement. Advertisers pay to post details about their "opportunity," specifying, among other things, how they want bloggers to write about, say, a new shoe, if they want photos to be included, and whether they'll pay only for positive mentions. Bloggers who abide by the rules get paid; heavily trafficked blogs may command premium rates. Those seeking to subvert PayPerPost from within can't: No pornographic or "illicit" content is accepted.