Advertising reverb on blogs

Buying blogads delivers lots of things: boat-loads of cost-effective clicks, face-time with opinion makers, 150X200 pixels plus 300 characters of text…

Blog advertising also creates an intimacy traditional media can’t match… or doesn’t want to match. This weekend, five bloggers who had sold ads to the John Kerry campaign asked Kerry to disavow TV ads linking Howard Dean to bin Laden.

“We write this open letter as a group of bloggers whose audience you respect enough that you advertise on our web sites,” they began.

The provenance of the attack ads was murky and seemed entwined with Kerry’s operatives. “We feel it is incumbent on you and your campaign to make it clear that this kind of attack is unacceptable,” wrote bloggers Atrios, Talkleft, NathanNewman, Oliver Willis and Pandagon.

The Kerry campaign has since disavowed the ad.