Coverage of blog advertising
Monday, July 18th, 2005
Danny Glover gives a great overview of the revolution in advocacy advertising spawned by blogs in the National Journal. The lede says it all: “Advocacy is a staple of the blogosphere, and advocacy advertising on blogs is quickly becoming a popular tool for groups hoping to mobilize the online masses.”
I should also mention that Farah Miller, who has bought a number of blogads for books including Haruki Murakami’s Kafka on the Shore, Nicholson Baker’s Checkpoint and Camille Paglia’s Break Blow Burn, was the star of an article in Friday’s WSJ about new ideas in book marketing.
Book publishers generally stick to their tried-and-true formula for promoting a new novel: send the writer on tour, slip review copies to critics and negotiate strategic displays in bookstores. The Internet has been used to create barebones Web sites tied to new books, and the occasional advertising campaign on popular online destinations, but little more. Now, publishers like Knopf are hoping to supplement their traditional campaigns by wooing bloggers, giving away free copies online, and other initiatives.
You can see the full article here.