Jeff Jarvis's column in the Media Guardian yesterday was interesting. He was crying out to companies who were trying to exploit word-of-mouth advertising on blogs to stop doing so. This form of advertising involves a company paying a popular blogger to casually make (positive) refererences to their product in their entries. He noted that this kind of advertising was really transparent and unlikely to work. I'd have to agree.
Perhaps what struck me most about the topic, however, was the fact that if bloggers are getting paid to advertise that seems to suggest that they are now regarded as professionals journalists. Their blogs are being treated as proper publications where serious advertising can go on.
Another strike in favour of citizen journalism it seems.
NB. Jeff Jarvis is a journalism professor at the City University of New York so check out his blog for an interesting read.
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