Ford bought advertising on 400 blogs through the BlogAds network as Japlopnik reported. The amount spent is not available. Jalopnik reports that the ads, which promote a film in Ford's BoldMoves weekly documentary series, are running on such blogs as Gothamist, Treehugger and others.
This should be good news for the viability of blogs to support ads but the move was not without controversy with some bloggers. When Henry Copeland the owner of Blogads said this was an example of the Cluetrain Mainfesto, marketing as conversations. Jalopnik replied.
“This is all interesting...and yes, the Bold Moves videos are all about saying stuff other companies aren't saying -- but we kinda thought the Cluetrain Manifesto was all about having "real conversations" between businesses and consumers. We're not entirely sure it means buying your way onto the page the conversations are occurring.”
Jalopnik has a good point but that does not reduce the appreciation of blogs as good places for ads. They can dance around and support the real “cluetrain” conversations occurring within the blog itself. However, they didn’t approach me for an ad. I guess I don’t talk about cars enough. web 2.0 marketing