Mon, March 12, 2007
There is a growing debate online about the concept of paying bloggers to post favorable reviews to their readers. There are numerous companies sprouting up as middlemen connecting thousands of bloggers with advertisers looking for a more effective way of reaching new audiences. In short, you pay a fixed amount of money to have a blog write something favorable about your product or service.
Here’s a great discussion about the topic from the LA Times. We would strongly recommend avoiding the practice of trying to pay your way in to the blog community. On so many levels we feel it’s a bad idea and, more importantly, we think can backfire against you over the long-term.
As many of you know, we have an ongoing program where we work with many of the NY based blogs, trying to bridge the gap between theatrical and live entertainment productions and a younger skewing demo (we call it the ‘Situation List’). We try to get them in to see shows we manage with the hope that if they like a show – they either write about it or tell other friends in their circle. We don’t pay them nor do we tell them what or when to write. If we were to pressure them to write or what to write about it – our relationship with them would never have grown to where they are today.
Anyway, would love to hear your thoughts on the topic after you have had a chance to read this story:
Click here to read the full story.
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