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What are the risks and rewards of blog advertising? Traditional creative often fails to click. Worse, it can brand an advertiser as clueless.
Blog advertising, said Brian Clark, challenges the standard value of traditional advertising.
Shawn Gold described blogvertising as “word of mouth on steroids,” and a platform for early adopters.
Nick Denton said he was actually skeptical about the ability of advertising to affect word of mouth. The reason to advertise on blogs, he said, is to reach an audience that is “younger and richer.” Advertisers, he said, need young, rich, coastal people who are sexy, “not pensioners.”
Key quotes:
Nick Denton, “Cool brands appealing to 18 to 34 year-olds are cool with blogs. Lame brands, who are going to go out of business in the next 20 years as their customers die off, are not.”
Shawn Gold, “There is no way you can run content through legal and marketing and create a good blog.”
Moderator: Gary Stein, Jupiter
Panelists: Steve Rubel, Micropersuasion, Nick Denton, Gawker Media, Brian Clark, BMD Studios, Shawn Gold, Weblogs, Inc., Beth Kirsch, Lowermybills.com