In the magazine world, where I work, we often remark that editorial is worth three times more than advertising. People trust the opinion of other people more than that of the company who's opinion is self-serving. It's easy to rave about a $1000 jar of Creme de la Mer when you haven't paid for it. Magazines get send thousands of products every week!
So when an ordinary person loves a product so much they have to tell everyone about it on their blog, it gets people's attention. Personally, I'm glad that bloggers are coming under scrutiny for what I essentially consider "cash for comment" even if the value is in free product rather than money.
Blogging moms wooed by food firms
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