Posted by Melanie Phung on Saturday, July 8, 2006 at 4:50 pm
Nevermind the whole business of pitching your company’s press release to a blogger and crossing your fingers for a mention and an open dialogue about your story. A new service called Pay Per Post is starting an online marketplace to connect advertisers with bloggers looking to get paid for company-sponsored blog entries.
The pitch to advertisers is this: “Create buzz, build traffic, gain link backs for search engine ranking, syndicate content and much more. You provide the topic, our network of bloggers create the stories and post them on their individual blogs.”
Bloggers on the network will be able to go through “opportunities” like they might RFPs and pick what they are willing to do on their site. As a blogger, you then “create a post on your blog, paying attention to the Opportunity requirements the advertiser has set forth. Then submit the direct link back to us. Our team will review the content and either approve or deny the post.”
After Pay Per Post ensures the requirements have been met, money is taken out of the advertiser’s escrow account to pay the
shill blogger for the posting.
As you can imagine, some people are outraged, especially since there does not appear to be any requirement for disclosing that these postings are in fact advertisements. The current issue of Business Week magazine even has a story called Polluting the Blogosphere which warns of a backlash.
Ted Murphy, Pay Per Post’s founder and the company’s blogger this weekend responded proudly: “I am meeting with a few different private equity groups next week to help blow this thing out. I am wondering if all this buzz and controversy is going to be a good thing or a bad thing. I guess the important thing to them is we are making money…”
Well, at least he’s being honest – let’s see if the paid bloggers will end up following his lead.