April 19, 2014

WSJ: Many Advertisers Find Blogging Frontier Is Still Too Wild

Posted by: of ExecutiveSummary.com on 03/25/05

Decent article about blogvertising. I was interviewed at length but didn’t get quoted. Oh well. Features the usual cast of characters: Denton, Calacanis, Copeland.

Just had a call with Todd S. (are last names important?), and he was aggrieved by the last paragraph of this piece:

For now, many big companies are sitting on the
sidelines. "We’re in a wait-and-see mode," says Stuart Bogaty, senior
partner and managing director of mOne Worldwide, a digital ad agency
that is part of WPP
Group. He thinks that companies will remain skittish until agencies can
better monitor and control what individual bloggers are saying about
them. On the other hand, that might undercut their renegade appeal. "If
we were able to convince a blogger to do that," he notes, "it would
reduce the value of his blog in general."

The link above allows free access to the story for a week, so read it while the reading is good.

WSJ: Many Advertisers Find Blogging Frontier Is Still Too Wild

1 comment for WSJ: Many Advertisers Find Blogging Frontier Is Still Too Wild »

  1. I had the same reaction, especially where the WPP executive says agencies want to “monitor and control what individual bloggers are saying about them.”

    Comment by Jackie Huba — March 26, 2005 @ 12:21 pm


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