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  Blogvertising All Wrong  
Posted 2005-02-15 by Tony Walsh
ClickZ contributor Hollis Thomases attempts to explain why blog advertising is right for you. Except that she paints too rosy a picture. But hey, if you want to live in a hype-bubble, be my guest. I think we all know how that worked out back in the 90s.

Thomases writes: "Blogs ads work because blogs serve as watering holes for niche influencers and opinion-makers whose loyal and impassioned readers are also smart, savvy consumers."

Except that all blogs are not created equal. Worse still, there are few, if any, accurate standards for measuring a blog's actual impact. Thomases adds that "...some blogs are read heavily by white collars at work, government politicos, and, especially, the mainstream media" but fails to mention which blogs those are, or how one would determine readership demographics for a given blog. That's because doing so is nigh-impossible.

Later on, Thomases squeezes out this little nugget of wisdom: "The best blog ad looks like actual blog content."

Just like pop-up ads masquerading as Windows error-messages are the best? Just like Flash ads dressed as Web games are the best? Apparently, "best" in marketing-land means the best at tricking an audience into a click-through. If you have to trick someone into clicking your ad, how good can your product possibly be?
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