Measuring the Success of Interactive Ads
Surprising Ways DVRs Change Audience Behavior

Advantage to Independent Blogs

0510242 Although many companies are now sponsoring blogs about their products, an article in the New York Times points out that companies and consumers may find independent blogs more advantageous as unbiased resources.

NY Times: Brand Blogs Capture the Attention of Some Companies by Tania Ralli

Robert V. Kozinets, an associate professor of marketing at the Schulich School of Business at York University in Toronto, said he thought consumers would be wary of bloggers sponsored by a company. "Consumers are skeptical of things told to them by companies," Mr. Kozinets said. Most consumers are searching for unbiased opinions, a niche that blogs can fill. A testimonial from one blogger can speak directly to readers in a way advertising does not.