Bernoff on “When and How to Pay a Blogger”

Josh Bernoff writes on the thorny issue of “When and How to Pay a Blogger” for the Advertising Age.

Some take-aways:

Bloggers gotta eat, too. Should they take cash to write about products? Should you pay them?
…
Here’s an excerpt of our recommendations:

• Know the [FTC] rules and educate everyone involved.
• Mandate absolute disclosure and transparency.
• Ensure authenticity.

[via Advertising Age]

Be sure to read the linked articles and comments.