Pay for play isn’t new. Think Armstrong Williams, VNR scandals, CEO vanity magazines, advertorials and more. Now, there is shock and horror about PayPerPost.com (PPP). It is a bane. It is a poison. But, it is as old as hemlock in digital years.
…as the web grows, more mature or less mature, aren’t these attempts to monetize blogs (for good or bad) inevitable?…
I’ve been waiting for some enterprising federal prosecutor to pump out a string of indictments for link fraud online. Is this the perfect opportunity? I’m not a lawyer, so maybe one will jump in here and help out with a definition.
Payola online? Hey, I imagine it has already happened too many times to count. Will Google and Yahoo! and others join with prosecutors to help keep their link rank / page rank algorithms free (or, as free as possible) of taint? Why not. They have a lot of advertising dollars at stake here. Link ads have been propping up Google from the beginning, haven’t they?
In a conspiracy charge, “a group of conspirators (have) banded together to achieve some harmful or illegal purpose” and if that purpose is fraud – well, do we have the open door to a trial? I imagine that intent plays a role here. If the company seeking the links can be proven to use blog posts knowing that the testimonial is insincere and the blogger can be shown to have made the post solely to make money, well we have a beginning. However, that’s not likely to be easy to determine from the willing participants – after the fact. So, what we can expect is a sting operation. Yes, just like the guy on NBC that has been phishing for perverts, some industrious blogger or reporter (TV or print) can at least make a pretty good expose out of all this. How long do you think it will take for that to happen?
PayPerPost.com has a pretty funny tagline on its header – “As seen in BusinessWeek.” That brings back some scary memories. Just check the logo to the right. Now, most people that see that logo, I believe, think of the product as schlock.
The funny thing about the tagline at PayPerPost.com? Jon Fine decries it – and the ensuing online meme about it – in BusinessWeek as “a rhetorical race to the bottom.” He’s probably right.
Wonder if PPP will be asked to take that tagline down. And, what hubris does it take to use a negative article to help promote your own product? You’ll notice that there is no link to the BW column so people can see what it is about. Makes sense from a company willing to foresake transparency in their own business model.
It isn’t as if this hasn’t been happening all along, is it? My feeling is that anyone believing that these types of scams haven’t been occuring – under the table – for a long time in blogs is quite naive. And, it is a scam if the intention is stated that disclosure may not occur. That’s fraud, no matter how you spin it.
Think about it. The link loving bloggers – linking in faux adoration circles – are just one such example. How so? Think of the many feigned adoration posts by bloggers about some a-lister (just praying for a link back) and think of the lil’ chunk of their soul given up for that link. Don’t think it happens? Wanna buy a bridge?
If that doesn’t do it for you, then think of all the splogs out there. They are playing the links, too. But this one (PPP), using blogs with heretofore legitimage page ranks, is particularly sleazy. I think the hubris of admitting that disclosure won’t necessarily happen is the sleaziest part of all. No, it isn’t transparency to admit you are not practicing transparency. OK, if you mean the people behind the endeavor are being transparently sleazy. Yep, that’s transparent – in so many meanings.
A poster in Adrants Soflow Network says it (PPP) “is going to destroy the credibility of all bloggers even the ethical ones like myself that have even forgone monetizing my traffic via advertising so as to maintain an independent perspective on the industry that I choose to cover.” Funny thing is, on his mobile blog (not his personal one) I found this ad among a plethora of ads.
That’s what Your Visitors Think. Get the Seal and ProveThey’re REAL! (Ad by TrustedTestimonials.com)
You will note, I hope, that the Trusted Testimonials site and the Pay Per Post site both have the same “Secured by GeoTrust” logo on them. Wonder if that Adrants poster knows he is running an ad for what may be the same type of site he abhors?
That company – GeoTrust, like those blogger associations (honesty police), will no doubt fail in securing trust among readers of blogs. And, of course, given the relationship noted above I am curious as to whether any of them are legitimate.
Let’s face it. Blogs are a combination of facts (as they are interpreted by the author) and opinions of the blog’s author that you cannot – with any hope of universal accuracy – trust to be truthful. At least you cannot trust them until you have done a lot of your own research and fisking. And, who’s going to do that – really?
Take a lesson from journalism. Approach everything with a healthy dose of skepticism – even traditional mainstream media. I trust blogs, in general, much less than I trust traditional media. The blogs I do trust are always as upfront as possible. They also only gain that trust after a great deal of time spent reading them and following links – researching what they write – to see if I agree. And then, even if I do agree, that’s just my own infopinion, too … isn’t it?
Gee, just look what social media has wrought. Anyone ready for another update to EPIC?