Hugh,

Appreciate you taking the time to read the e-book and sharing your thoughts.

I am pretty familiar with Chris’ post, and it’s a great take on the challenge of paid vs. earned.

We’re definitely not suggesting by paying bloggers that you are neglecting the right approach to building a long-term, value-focused relationship that benefits both brand and blogger (and their audience).

Compensating a blogger shouldn’t negate the first step in the process, which is earning the relationship the right way. So there is definite alignment with Chris’ point on the danger of watering down the merit of the pitch (and the relationship as a result).

By approaching paid marketing partnerships with bloggers (especially in the lifestyle blogger community where the blog IS their business), we are simply advocating that brands compensate the blogger for their time and expertise in some way, and that if it’s a long term partnership, that it should be paid.

Certainly, much of this depends on the niche. For instance, paid marketing partnerships may not work as well in the B2B space where the blog is not the core business – it’s a promotional tool for their business (much like it is here).

In PR especially, there is still a blurring of the lines between a traditional journalist (earned) and the blogger. Seeing that the blogger IS the publication (and needs to monetize) vs. being compensated by the publication, I think it’s fair to seek partnerships where the situation dictates a healthy return for both parties.

Thanks!

- Brett