Every blogger I’ve ever had more than a ten-minute conversation with eventually comes around to a confession of their deepest, darkest desire. For love of the game, eventually, doesn’t pay the bills. It’s why some of the island of Ireland’s best bloggers have, from time to time, had to scale back to focus on the day job.
Often this means quite sensibly dropping a bit of utopian rhetoric and pragmatically using the skills they’ve honed while blogging to advantage in paid-for work. Often using their blog - or a separate blog - to do some marketing for their line of work.
But for those bloggers who long for a more direct return on investment…well there’s something for you. Even if, at the moment, it’s not much.
The Wall Street Journal highlights BlogBang, a venture 60% owned by the Paris-based advertising conglomerate Publicis. In Ireland its most visible face is the award-winning ad agency Publicis QMP and related marketing and PR operations including Pembroke Communications.
The Journal’s story focuses on the efforts of Nescafe to attract bloggers to take part in an ad campaign. But the real story here is something more interesting. User-generated advertising with real money to the winners:
BlogBang also has tried to draw bloggers into the creative process. Companies looking for new ways to pitch their products can post requests for bloggers to develop their own campaigns. BlogBang’s members can then put their homemade ads on the site. The one that gets the most clicks is spread around the bloggers’ Web sites, and the author of the winning ad earns a fee.
This sounds a bit like the Superbowl ad experiments last year or, in one of his least coherent moments (and that’s saying something), seems to worry Cult of the Amateur author Andrew Keen. (or perhaps he’d prefer this one)
So in the same way that blogs have proven successful in helping aspirants become a paid MSM columnist, or YouTube a tool to help aspiring directors, is Publicis on to an idea that could offer a vehicle for aspiring AdLanders?
Sphere: Related Content
0 responses so far ↓
There are no comments yet...Kick things off by filling out the form below.
Leave a Comment