Ted Murphy, PayPerPost founder, responds to my last column on his blog, and he even gave me the Golden Donkey award in return (I posted this entry via Digg, where I also ‘dugg’ Ted’s response). To give Ted a fair shake, I’m glad to link back to him so you can not just read his take on it, but also review what the comments on his blog say (unanimously in favor of PPP, not surprisingly).
He takes particular umbrage with me advocating blogger relations over PPP, which he says dollar for dollar is far more effective. As for me though, for any brand I’m promoting or running, I see blogger relations as part of a long-term brand-building strategy with greater returns over the course of the integrated campaign, rather than just a fast-converting direct response vehicle. Additionally, I’d never entrust any brand with PPP; the risks, at least for me (and anyone I’d advise) far outweigh the potential immediate returns. As far as those immediate returns go, I think most of Ted’s clients are undervaluing what they pay for each post, based on offers I’ve browsed on their site. That doesn’t mean it’s a good deal.
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