03:56 AM

Are sponsored blogs advertorials or editorials? This is one answer...

by Tom Foremski for SiliconValleyWatcher.com

This says it very well: (I got this from the comments section on an entry about Nick Denton's latest Gawker Media blogs, over at "BuzzMachine by Jeff Jarvis."-thanks to Dave G.)

"I am the partner at BlackInc Ventures who signed this deal on Gawker's behalf. I can tell you unequivocally that Sony has no control over the editorial content of the Lifehacker site. Further, Nick Denton knows how critical editorial credibility is for attracting a large audience, which in turn provides value for marketers who wish to reach that audience.

Media businesses that have previously crossed the line between "church and state", or have blurred it on a regular basis, have quickly lost credibility, their audiences, and ulitimately their advertisers.

Further, smart marketers like Sony understand this important dynamic, and stay away from trying to influence editorial decisions.

Posted by Brad Bowers at January 31, 2005 09:55

Comment to BuzzMachine entry:Denton the brand.