Why I won’t use PayPerPost (and if I do, I will disclose)

Last night I gave away a $1,200 Sonos music system in a random raffle at Gnomedex (hundreds of people witnessed that, and Richard MacManus was the winner). Why? Because I got it for free from the company because I’m an “A list” blogger. I’m not the only one who got one for free. It’s great marketing. Get people who will talk about your product to try out your product, right?

Well, I never really gave them a review until today. Why? Because I felt sleazy about it. Even if I disclosed it I figured that you’d still be wondering in your head whether I was saying they rock just because I got a free one or because I really felt that way.

In fact, if I knew that other bloggers got a free one that would change MY perception of what they wrote. I wouldn’t know how to process that conflict of interest as a reader. I might be so disturbed that I’d unsubscribe because I wouldn’t find them trustworthy anymore. Or credible.

After all, I read blogs and forums to try to learn the TRUTH about products, companies, movements, and ideas. Advertising rarely brings truth. And taking a $1,200 Sonos system is a lot closer to advertising than blogging or journalism.

It’s why the best newspapers have rules against taking free stuff. I remember when I had lunch with Dan Gillmor back when he worked at the San Jose Mercury News. He always had to pay for lunch, even, to remove any conflicts of interest that might appear.

Todd Bishop, of the Seattle PI, paid for a ticket to Gnomedex I learned from Chris Pirillo. That made me believe what he wrote even more than if the paper hadn’t invested $500 and signed up just like every other attendee.

So, what TechCrunch writes about PayPerPost (a new company that got a lot of blog attention over the past few days) rings very true with me. Taking payments for writing stuff on my blog, even if I disclose it, makes me very uncomfortable.

It’s why I try not to accept free stuff anymore and if I do get free stuff I give it away.

Now, I’m not opposed to doing advertising. I’m joining a company where that’s the main business model. And, I just left one where, really, my entire show was paid for by Microsoft.

But, all I really have at the end of the day is my credibility. I’m going to fight to protect that. So, here’s some rules I’m going to live by.

1) If I ever run advertising I will disclose that. Even if inside a post. For instance, if I had kept the Sonos, that would have been getting compensated for writing something. So, everytime I said “the Sonos rocks” I would also put “disclosure, I received a free one which I consider compensation for writing about it.”

2) I will try to keep my advertising and editorial separate and easily identifyable. For instance, if I did do a PayPerPost post, I would start the post “this is a paid advertisement” and I would only post an advertisement in that post and would keep it separate from posts where I was actually giving you my real, uncompensated, position.

3) Disclosure is ALWAYS needed when you take advertising. At least to keep your credibility. Elliott Back of PayPerPost doesn’t agree. Well, if I find out someone is getting compensated for what they are writing and doesn’t disclose that it will earn an immediate unsubscribe from me and will probably get a post questioning everything that blogger wrote.

Why is disclosure so important? Because I, as a reader, need to know about potential conflicts of interest.

Oh, and about the Sonos? It rocks. It’s a wonderful system. Everyone who visited my house recently fell in love with it (Buzz was begging me to give it to him, for instance). And, I can say that now with a clear head and without you wondering if I said that cause I had been compensated or not.

How about we start a blog where we can “out” bloggers who accept free stuff without disclosing that?

Speaking of which, a Nokia phone just arrived here. I’m going to try that out for a few months and then give it away or send it back before I write my thoughts about it. Will other bloggers who got that same phone make the same committment to their readers?

Does credibility matter in the blogosphere?

Full disclosure: I’ve received in the past a Lenovo Thinkpad (which I’m still using, for a few months I passed it around the office, but I’ll give that away at a future conference or send it back to Lenovo cause I think it was considered a press loan, not a gift). I also have a couple of Nokia phones (gotta send them back cause they are considered a loan, not a gift). I’ve also received an OQO (which I lost on my trip to Philadelphia, really bummed me out too cause it was a beautiful machine and I bet I’m gonna have to come up with the money for that soon since that was considered a loan, not a gift as well). A variety of books (I gave many of them away to coworkers at Microsoft). Oh, and I was a member of Sprint’s Ambassador program (they loaned us a cell phone, which Patrick left in a rental car, sigh).

Update 2: I’m sorry. Elliott is not an employee of PayPerPost. His blog made it sound like he was and I made a mistake there.

  • Dmad

    @28. Gimme a f***king break! You wrote a book to get paid, right? Certainly you didn’t do it for charity. Otherwise you would have dropped it from the sky rather than put it on Amazon. Should we now not read your book because you wrote it and got paid for it? You didn’t blatantly state that but one would have to be naive to think otherwise. Should you tell us if people that invite you to a conference to speak comped you your room and possibly your travel before your speak? I mean, you credibilty my be at risk. People who write columns do it for money. I could give a shit if a blogger is getting paid for their writing. All that should be important is what they have to say. Do you really think this will turn the blogosphere into Pravda? Are you really that distrustful of people?

  • Dmad

    @28. Gimme a f***king break! You wrote a book to get paid, right? Certainly you didn’t do it for charity. Otherwise you would have dropped it from the sky rather than put it on Amazon. Should we now not read your book because you wrote it and got paid for it? You didn’t blatantly state that but one would have to be naive to think otherwise. Should you tell us if people that invite you to a conference to speak comped you your room and possibly your travel before your speak? I mean, you credibilty my be at risk. People who write columns do it for money. I could give a shit if a blogger is getting paid for their writing. All that should be important is what they have to say. Do you really think this will turn the blogosphere into Pravda? Are you really that distrustful of people?

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  • http://scobleizer.wordpress.com/ Robert Scoble

    #29: Dmad, it’s obvious you have never thought about conflict of interest. The publisher that paid for my book wasn’t paying me to take a specific stance like “PayPerPost” will.

    A columnist is paid to write, yes, but newspapers don’t let advertisers tell columnists what to write.

  • http://scobleizer.wordpress.com/ Robert Scoble

    #29: Dmad, it’s obvious you have never thought about conflict of interest. The publisher that paid for my book wasn’t paying me to take a specific stance like “PayPerPost” will.

    A columnist is paid to write, yes, but newspapers don’t let advertisers tell columnists what to write.

  • http://www.readwriteweb.com/ Richard MacManus

    Just a note that I wasn’t the single winner – I was in a syndicate of about 8 of us who added our raffle tickets together. So somehow the 8 (or 9?) of us will have to split the Sonos :-) I love the product though.

  • http://www.readwriteweb.com Richard MacManus

    Just a note that I wasn’t the single winner – I was in a syndicate of about 8 of us who added our raffle tickets together. So somehow the 8 (or 9?) of us will have to split the Sonos :-) I love the product though.

  • http://www.allpointsnorth.co.uk/ Chris Brennan

    ‘A columnist is paid to write, yes, but newspapers don’t let advertisers tell columnists what to write.’

    True but if someone from the advertising department rings an editor and says there’s ad money in a column about how colour laser printers are da bomb then you bet your ass that before long there’d a column about it and there’d be advertising in that very same issue from said company.

  • http://www.allpointsnorth.co.uk Chris Brennan

    ‘A columnist is paid to write, yes, but newspapers don’t let advertisers tell columnists what to write.’

    True but if someone from the advertising department rings an editor and says there’s ad money in a column about how colour laser printers are da bomb then you bet your ass that before long there’d a column about it and there’d be advertising in that very same issue from said company.

  • http://www.bloggerforsale.com/ Adam

    PayPerPost has inspired me to start my new blog: BloggerForSale.com.

  • http://www.bloggerforsale.com Adam

    PayPerPost has inspired me to start my new blog: BloggerForSale.com.

  • http://www.richbrownell.com/ Richard Brownell

    Robert: “A columnist is paid to write, yes, but newspapers don’t let advertisers tell columnists what to write.”

    Not true. It’s not so black and white, but that behavior is more common than it should be. And it isn’t advertisers doing all the offering. I’ve heard stories of magazine editors saying “If you pay for a back page ad, we’ll score your product higher.” It’s sad but true. Good companies like Ziff Davis (1up.com, EGM, etc.) keep their advertising/PR people completely separate from their editors and I think that helps.

  • http://www.richbrownell.com Richard Brownell

    Robert: “A columnist is paid to write, yes, but newspapers don’t let advertisers tell columnists what to write.”

    Not true. It’s not so black and white, but that behavior is more common than it should be. And it isn’t advertisers doing all the offering. I’ve heard stories of magazine editors saying “If you pay for a back page ad, we’ll score your product higher.” It’s sad but true. Good companies like Ziff Davis (1up.com, EGM, etc.) keep their advertising/PR people completely separate from their editors and I think that helps.

  • http://richnrockville.wordpress.com/ richnrockville

    I agree with you Robert on complete disclosure of any “gifts” you receive because of who you are and that you write (and well from my viewpoint). I have written a column for a User Group magazine for over 20 Years and I always let people know whether I received the software/hardware as a gift or I paid for it. Normally I did contribute the product as a raffle prize at meetings. This way I felt much better and could be objective in my comments on a product.

    Good luck at your new company and I look forward to more blogs from you.

  • http://richnrockville.wordpress.com/ richnrockville

    I agree with you Robert on complete disclosure of any “gifts” you receive because of who you are and that you write (and well from my viewpoint). I have written a column for a User Group magazine for over 20 Years and I always let people know whether I received the software/hardware as a gift or I paid for it. Normally I did contribute the product as a raffle prize at meetings. This way I felt much better and could be objective in my comments on a product.

    Good luck at your new company and I look forward to more blogs from you.

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  • Dmad

    But yet you will blindly accept Al Gore’s theory on global warming without questioning who is behind the funding of the research and what the motives of those funding that research are. Brilliant!

  • Dmad

    But yet you will blindly accept Al Gore’s theory on global warming without questioning who is behind the funding of the research and what the motives of those funding that research are. Brilliant!

  • http://scobleizer.wordpress.com/ Robert Scoble

    Dmad: good point, but irrelevant. The fact that you know who funded his research demonstrates that he disclosed it.

  • http://scobleizer.wordpress.com/ Robert Scoble

    Dmad: good point, but irrelevant. The fact that you know who funded his research demonstrates that he disclosed it.

  • http://www.crashutah.com/blog techie

    If disclosure is all that matters, then PayForPost needs to definitely change their name. Then, you can post full disclosure about the company that “sponsored” the post and still disguise the fact that the post was actually paid for.

    Is this right, wrong, ethical or just economics?

  • http://www.crashutah.com/blog techie

    If disclosure is all that matters, then PayForPost needs to definitely change their name. Then, you can post full disclosure about the company that “sponsored” the post and still disguise the fact that the post was actually paid for.

    Is this right, wrong, ethical or just economics?

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  • http://blog.freecashspace.com/ Wil

    Companies give you free stuff, you play with it, you give it away, and you blog about it. You feel OK because you make full disclosure, and you don’t keep the free stuff. PayPerPost gives me money when I blog about something one of their advertisers will pay for. I feel OK because I make full disclosure, and I won’t write crap just to get paid. And I’m not going to keep the prize, either. I’ll most likely spend it within days, if not hours, of receiving it. As long as both of us maintain our honesty and integrity, I don’t see a problem.

  • http://blog.freecashspace.com Wil

    Companies give you free stuff, you play with it, you give it away, and you blog about it. You feel OK because you make full disclosure, and you don’t keep the free stuff. PayPerPost gives me money when I blog about something one of their advertisers will pay for. I feel OK because I make full disclosure, and I won’t write crap just to get paid. And I’m not going to keep the prize, either. I’ll most likely spend it within days, if not hours, of receiving it. As long as both of us maintain our honesty and integrity, I don’t see a problem.

  • http://uspolitics.about.com/ Kathy

    Another one to send to the PR folks. :)

    I wish all tech reviewers had a link to their bio – that included how long they’d used the platform/software and which competitor products they used.

    Business reporters should have to disclose stock/mutual fund positions in anything that they write about (pan a company, better tell me you own stock in a competitor).

    Some political reporters don’t vote for just that reason.

  • http://uspolitics.about.com/ Kathy

    Another one to send to the PR folks. :)

    I wish all tech reviewers had a link to their bio – that included how long they’d used the platform/software and which competitor products they used.

    Business reporters should have to disclose stock/mutual fund positions in anything that they write about (pan a company, better tell me you own stock in a competitor).

    Some political reporters don’t vote for just that reason.

  • http://www.payperpost.com/ Ted Murphy

    The practice of “reviewing” until you give it away is ridiculous. I gave away my laptop now …I’m reviewing a new laptop…whew, rough life. Guess what? You are in the top .0001% of bloggers out there that get a laptop much less anything else. Most bloggers are happy to earn enough for a cheese burger from AdSense. It’s easy to give things away when they will surely be replaced by the next item you are “reviewing”.

    You make yourself feel better by giving things away, but you are no better than anyone else who accepts products or cash. You are simply rent-to-write.

    The only reason you can even consider doing something like this is the fact that you don’t need the money or the product. It’s like celebrities getting $10k gift bags at award shows. Give the stuff to the people who need it least. They do the same thing, take a couple photos then give the product to mom because you just got another to replace it.

    If you were to give the same offer to honestly review and keep a $1200 product the overwhelming majority of the blogosphere would do it. Hell, send me a Sonos. I will review it, I will be honest in my review and I won’t have a problem at all sleeping at night.

    I find it honorable that you give your products away, however you have to acknowledge that there is a huge difference between you and the rest of the world.

  • http://www.payperpost.com Ted Murphy

    The practice of “reviewing” until you give it away is ridiculous. I gave away my laptop now …I’m reviewing a new laptop…whew, rough life. Guess what? You are in the top .0001% of bloggers out there that get a laptop much less anything else. Most bloggers are happy to earn enough for a cheese burger from AdSense. It’s easy to give things away when they will surely be replaced by the next item you are “reviewing”.

    You make yourself feel better by giving things away, but you are no better than anyone else who accepts products or cash. You are simply rent-to-write.

    The only reason you can even consider doing something like this is the fact that you don’t need the money or the product. It’s like celebrities getting $10k gift bags at award shows. Give the stuff to the people who need it least. They do the same thing, take a couple photos then give the product to mom because you just got another to replace it.

    If you were to give the same offer to honestly review and keep a $1200 product the overwhelming majority of the blogosphere would do it. Hell, send me a Sonos. I will review it, I will be honest in my review and I won’t have a problem at all sleeping at night.

    I find it honorable that you give your products away, however you have to acknowledge that there is a huge difference between you and the rest of the world.

  • http://www.payperpost.com/ Ted Murphy


    #29: Dmad, it’s obvious you have never thought about conflict of interest. The publisher that paid for my book wasn’t paying me to take a specific stance like “PayPerPost” will.

    What gave you the impression that we are making bloggers take a specific stance. Bloggers choose what they want to write about Robert. Maybe if it was called “Microsoft PayPerPost” you would have actually used the system before you bashed it.

  • http://www.payperpost.com Ted Murphy


    #29: Dmad, it’s obvious you have never thought about conflict of interest. The publisher that paid for my book wasn’t paying me to take a specific stance like “PayPerPost” will.

    What gave you the impression that we are making bloggers take a specific stance. Bloggers choose what they want to write about Robert. Maybe if it was called “Microsoft PayPerPost” you would have actually used the system before you bashed it.

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  • http://www.vaspersthegrate.blogspot.com/ steven e. streight aka vaspers

    Pay Per Post is blogwhoring, like artificial Word of Mouth buzz agents, a paid enthusiast activity.

    To accept money to blog about products you actually don’t use or like, etc.

  • http://www.vaspersthegrate.blogspot.com steven e. streight aka vaspers the grate

    Pay Per Post is blogwhoring, like artificial Word of Mouth buzz agents, a paid enthusiast activity.

    To accept money to blog about products you actually don’t use or like, etc.

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  • http://engtech.wordpress.com/ engtech

    I take the swag, I always list full disclosure that I was using a free sample. I even keep a page that lists all of the stuff I’ve received for free and links to the reviews.

    I don’t have the same moral qualms about it that you do. If I don’t like something then I’m going to say it. On my reviews for my free Nokia phone I give lists of the people I think should be fired because of poor design decisions.

    My rule of thumb is that all a “free sample” guarantees is a mention, and that’s if I end up using it.

  • http://engtech.wordpress.com/ engtech

    I take the swag, I always list full disclosure that I was using a free sample. I even keep a page that lists all of the stuff I’ve received for free and links to the reviews.

    I don’t have the same moral qualms about it that you do. If I don’t like something then I’m going to say it. On my reviews for my free Nokia phone I give lists of the people I think should be fired because of poor design decisions.

    My rule of thumb is that all a “free sample” guarantees is a mention, and that’s if I end up using it.

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