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BizReport : Blogs & Content archives : September 01, 2009

Are Daddy-Bloggers the next big thing?

Mommy bloggers? Old school. It appears that Daddy bloggers are the next big thing for marketers. At least according to a report from the New York Times. The report notes that, although mommy blogs are still a hot commodity, some marketers are turning away from possibly over-exposed mommy blogs in exchange for less known - and possibly hotter - daddy blogs.

by Kristina Knight

Marketers looking at daddy bloggers? It should come as no surprise that, as home-product marketers have targeted mommy bloggers, tech brands are now targeting daddy bloggers. Sony has begun a three month campaign with daddy bloggers, giving them ">products to try and review. This makes sense as men are more likely to make tech purchases - new televisions, video cameras, computers - than men.

The problem? Although marketers have found some success with paid blogging formats, a growing number of consumers and marketers say paid blogging is clogging up the Internet and offering nothing of relevance because the bloggers reviewing the products are basically paid to do so.

The Federal Trade Commission is even getting involved, looking into the validity of offering products in exchange for reviews. One of the biggest issues is transparency, including the use of and/or lack of disclosure statements telling blog readers that some posts are paid.

In June, J. Thomas Rosch, Commissions of the Federal Trade Commission talked about paid blogging at the ">Regulatory Summit for Advertisers and Marketers. He said, "Suppose a diaper manufacturer sends a year's supply of free diapers to a mom who has an online blog about baby products. Would readers of the blog reasonably expect this connection? Would knowledge of this freebie materially affect the weight they would give to the blogger's touting of the diapers? What did the manufacturer expect from the blogger when it provided the free diapers? Imagine a scenario where the manufacturer also provided free diapers to other mothers. What if that mother tells the parent next door about how great the diapers are over the clothesline? Is a disclosure necessary in that context? How do we differentiate that latter situation from the one where another recipient of free diapers instead 'blogs' the same message?"

For its part, Sony says they are only offering the products for 'testing' and expect to get the products back after the daddy bloggers have used and blogged about them.

Tags: blogging, blogs, Federal Trade Commission, New York Times, paid blogging, paid content

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