Can Local Bloggers Replace Local Newspapers?

According to BusinessWeek's media critic, Jon Fine, one of the problems facing advertisers -- and I'd add PR functions -- is that the demise of local papers makes it much more difficult to reach local markets.

In "Taming the Web for Local Advertisers," Fines' focus in on a company, GrowthSpur, that aims to connect businesses with fragmented audiences.

Fine makes the point that what's replacing local media are local bloggers, but that they're often one or two person operations for whom blogging is a hobby.

What's more, the problem with the fact that a "zillion local blogs have popped up" is that "some of them have real value. But the thing is, there's a zillion of them, and few have followings of any size, so you have to amalgamate ad buys across 10 or 15 blogs to get anything resembling a decent audience."

This fragmentaiton of local media is a significant challenge for organizations that want to reach local markets. GrowthSpur aims to assemble a network of local bloggers for advertiser. That may work nicely for advertisers, because they're paying bloggers for ads, that doesn't work as well for PR efforts since we don't pay for coverage.

And while some bloggers do expect swag or payments from companies to blog about their products or services, that's not appropriate or acceptable for many organizations, including our clients. Even if the bloggers disclose the fact that they've received payment or gifts in kind in exchange for a positive mention in their blogs.

In PR, we've got the same problem: We've got to target more local bloggers than we once had to when we targeted only local newspapers. Clients sometimes think that social media is a ticket to quick and inexpensive buzz -- but it often takes more effort to reach a similar result to a media campaign a few years ago.

How to Work with Bloggers -- and How not to Work with Them

Stevie Wilson of LA Story wrote a response to the question of a previous post, "Guy Kawasaki on the impact of bloggers on PR and buzz" that contained fascinating insight about swag and gifts (they're not the same thing), and how some in Hollywood treat bloggers as persona not so grata.

Here's her comments:

Swag is the name of the game in Los Angeles– in a city that lives and dies by celebrities getting swag and quite frankly are the least needy for that - because they have the $$ to pay for anything given to them.

Yet they give the products to those who can afford them and won't give a darn thing (really -- I have been dissed to my face because I am press-- particularly online as bloggers are thought to carry no power. Really? You would think that some pr people would be aware of the power of immediate press and going viral but not so)

Swag has a bad connotation because it smacks of pandering and frankly payola. However when it comes to blogging– depending on the topic of course–one can hardly blog about a skincare line if one hasn’t tried it — or has tried it for only one week and doesn’t own up to the fact.

Gifting is somewhat different. Sometimes it’s a holiday or birthday gift that really is a “gift” between a corporate entity and the blogger for the support (if there has been support and I don’t mean Perez Hilton type support that has been advertised) that the blogger may have given. Or it can be something that the corporate entity has done to gain the attention to the brand in such an unusual and interesting way that it definitely gains the immediate attention and enthusiasm of the blogger– like a video iPod that has videos of fashion shows or make-up tips from NY Fashion Week.

In LA, there is a gifting process that is quid pro quo but typically, for the more visible press— which means stylists who bring in celebrities to a suite whose promoter gives them a trip or a great big fat goody bag of stuff (the same goody bag given to the celebrities)
However, that being said, even the stylists are shunned despite bringing or sending in celebrity friends, clients or contacts.

Some PR and brands don’t think that bloggers count. Trust me– we can reach people faster if you are kind, polite and friendly.

Agreeing with Chris here that offering me some worthy information is well worth it — whether it’s to be written about or giving me some heads up on a trend or event that’s about to launch.
I have pr people who slip me the 411 on celebrity clients wearing the brands they represent before anyone else has it. You can bet I run that information and pronto!! Others tell me about new things just because they know I can help support that when it launches– because I can “plan” for blogs around it.

It all depends on how and what you value. I have yet to see anyone gift me something so amazing that I would jump. Been promised things (cars to come get me and other trinkets), but they never come through– suddenly bloggers are persona not so grata.

What's really interesting is that when you are persona not so grata that when they *NEED* you particularly when they want you to cover something at the last minute-- a day or the day of or 2 -3 days before when they have all the 411 at least a couple weeks before.

Bloggers have schedules too and to be so "off the cuff" and treat a blogger as "less important" most of the time but then come to them at the last minute to get some coverage-- how cooperative do you think that blogger will be? Karma baby, karma!

To Swag or Not To Swag -- Actually Chris Abraham Clarifies the Notion of Swag

In response to my blog entry, Guy Kawasaki on the impact of bloggers on PR and buzz, Chris Abraham has provided additional perspective about swag in his post, "Gifting Bloggers Doesn’t Mean Pushing Swag."

Check it out, but here's some of what he said:

• "Gifts don’t have to be free stuff — like books or iPods — gifts can be in the form of knowledge, intellectual property, insider access, or blogger exclusives; gifts can be informational, gifts can solve a community problem, or customer service issues.
• "What a gift needs to be is super-valuable to the recipient — the value of a gift is based on perception. You need to be willing to give the gift that the blogger wants and not the gift you are prepared or want to give.
• "What is not cool is half measures or crappy, throw-away gifts, the Internet version of key rings and a bowl of candy. Offering throttled, limited or restricted demos (without access to the full version when it is released); offering a single book chapter (without the whole book being an option); or granting “exclusive” access to something that is already released is just plain lame and will result in severe negative consequences."
• "It is pretty bad to not give a gift when you reach out to bloggers just because you feel entitled or represent a fancy client but it is worse to be stingy about the gift you do give. Make sure the gift is generous — give until it hurts."
  

This is very useful. I'm sorry if I misrepresented what Chris was telling me about swag.