Yesterday’s edition of the Wall Street Journal featured a front-page article explaining the Federal Trade Commission’s crack-down on private companies donating “gifts” to bloggers. The quotations are employed for effect, because one man’s “gift” is another’s “marketing tool.”
It’s plainly obvious that the goal of these gifts is to generate a buzz about a product through the various channels that the internet provides. It’s a quick and easy way to get more eyes focused on whatever you’re selling, and it’s a smart move. That being said, so is spam – and that’s annoying as hell.
A survey conducted by Technorati indicated that 82% of bloggers occasionally or frequently post product or brand reviews. Businesses and individuals have blogs, and at times it can be difficult to differentiate the two.
The cornerstone of good journalism, like government, is transparency; that is, not hiding any connection the author may have to their subject matter or the source of complimentary items that appear in their work. But while most traditional media in the United States has been regulated in this manner for decades, especially in-house by respectable publications, the practice is lost in the digital age. Within the no-holds-barred world of blogging and social networking, you may never be quite sure who to trust.
I’ve felt that all along I’ve tried to keep some basic journalistic principles evident on this meager publication, despite being a mere blogger. I often offer disclaimers whenever something has been given to me gratis, like a ticket to see the Beer Wars movie.
So for regular readers and those of you who have just stumbled across this article, I’ll put some more of my cards on the table. In the top left corner of the sidebar, I’ve placed an advertisement. That link was put there because I was recently contacted by the folks at MakeBeer.net, who sell homebrewing supplies. Obviously, there is a connection to the products since I am a homebrewer and beer blogger. But it’s your right to engage or ignore that tiny portion of the screen. The idea behind it was to be able to, in some small way, support my beer buying habits, coverage of events, and homebrewing material. To date, I haven’t made a dime from it.
I don’t place text ads with others fiddling with my content or including their own. This is my blog and my blog alone, as sad as that is. While some blogs, Twitter accounts, Facebook pages, etc. are geared toward confusing online readers into clicking links or buying products they don’t want or need, I choose not to do so.
Let me also say that I have received a few free beers to review for the blog. I have tried to give them as honest a review as I could while avoiding libel in favor of constructive criticism, and that hasn’t always been the best for a particular beer’s image. Such an approach could hinder my access to the beer world, but I still think it’s ultimately to the benefit of the consumer. I may lose some friends for that, but I think most industry types understand how capitalism works – they don’t take it personally and they try to get the best products they can to the market.
The fact that the better beer niche has grown from a tiny nucleus to a nationwide phenomenon is reflective of how its coverage has evolved; from a close-knit community to one that has grown exponentially without a lot of scrutiny. This increasing self-evaluation appears to be a relatively new trend, and a healthy one.
What was once a blip on the radar is now booming; craft beer has made its presence known, at least for the time being. Perhaps it’s impossible to offer any real insight on a product that revolves so much around perception. But then again, don’t most products involve this to some degree?
However, free products shouldn’t get a free ride. Even online, you can spot a phony when you see one. Other times, it’s not so clear. But one aspect of the beer blogging that makes it ripe for the picking is the constant cheerleading.
It’s nice to spread the Gospel according to Beer, but in the end, that does little to help the consumer. Which is exactly what the FTC is trying to do by stepping in and regulating online industry.
Imagine for a moment that you are brand new to specialty beer. The selection at your local bar or beer store may be overwhelming and confusing. One quick option is turning to the internet for guidance. But you may have no real frame of reference if “all craft beer is good and helps spread the word.” When we don’t even have a definition of what makes a beer “craft,” how can it all be good?
Personally, I like to know what I’m getting myself into. Sure, I’ve bought beer that someone recommended, and I didn’t like it. But I was able to discover what I liked through the learned observations of others, and was therefore able to avoid disasters like Cave Creek Chili Beer. I was also able to form my own opinions about the beer I was buying. This has helped me maintain my curiosity for new releases and gleefully revisit old favorites, while keeping a critical eye on the market.
Now more than ever, the consumer must be savvy. But even moreso, the author should be earnest.
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