[Posted by Jeremiah K. Owyang]
I recently spoke to a brand that sells women's products, and told me that a few bloggers approached them to sponsor their travel costs to attend uber popular Blogher. This particular brand didn't accept the offer, but I do know of others, such as Intel sponsoring the lovely Sarah Austin (I've been on her video) to attend SXSW, likable Chris Brogan was sponsored to attend CES. They aren't alone see this ever growing list of bloggers and brands that are involved in exchanging products, services, and even money for editorial influence.
Bloggers, which have been receiving an incredible amount of attention as the new influencers continue to grow in importance. Reading about the events at Blogher, it's clear that brands are kowtowing to these household influencers and offering them products, samples, and other events. It's not just the women bloggers category, but all over, tech bloggers are now part of the regular media/PR outreach list for tech, security, and device conferences.
As the demand for bloggers increases, I can only draw simulatities from other places. It's common for authors who want to get on speakers' circuit to have a speakers agent. we should expect a bloggers' agent to appear that represents top bloggers to brands, conferences, and beyond. In some regard, Federated Media, Glam, and Blogher do this to a limited degree, but we should expect brands to be contacted by a media representative (like celebrities do) to approach the marketing department of brands.
- Bloggers to continue to make creating content a full-time position.
- A new agency will be built, these blogger agents will make a living –but likely not get rich.
- More blog posts to appear that will have to be indicated they are sponsored.
- The FTC to continue to sniff this area, and put some rules in place to what this means
Chime in below, what do you think of this concept, as a blogger, a brand, a conference organizer, or as a spectator.