PayPerPost is a new service that tries to match advertisers with bloggers. When bloggers write about a product, they get paid.

From the “How It Works” page: “Advertisers will post all sorts of Opportunities, from a simple ‘link back to this site’ to product reviews with pictures. Each Opportunity will have different compensation based on the advertiser. It’s up to you to pick the Opportunities that best suit you. If it doesn’t feel right, if you don’t own the product, or if you can’t be honest we ask you to pass on the Opportunity.”

This whole system doesn’t feel right, and I have to agree with Rafe Needleman over on C|Net: It’s a bad thing, for all the reasons Rafe articulates. And from the marketer’s side? Wise up: The “voice” you’re paying for is anything but the authentic buzz you’re looking to generate.

Blogging should be about disseminating information and expressing opinion, not pimping one’s self out for a few pennies.

Of course, one smart programmer creating one good bot can probably game this system pretty well. I’m no engineer, but it seems like this has the potential to elevate splogging to a whole new level.

Takeaway for marketers: Bad idea. Resist the temptation. Stay away.

This entry was posted on Sunday, July 2nd, 2006 at 6:11 am and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways.