Kate and Kay, I think that's right. If you have a combination of product + strategy / targeting + people to make it happen, then ideally you should be able to get brand advocates on board.

I mean, I guess by default I am endorsing several external companies on this blog simply by using them: Zemanta for my blog posts and intense debate for my comments (though I'm starting to think this is slowing things down a little). Meanwhile the trend hunter (I have a friend who writes for them, and regularly read their stuff) and Kiva slots on the right are not paid for.

So, all of the above, I've incorporated by choice. No one gave me any money to start using / featuring them and there would be no kind of penalty were I to remove them tomorrow.

Thank you for the kind words Kay, I really appreciate it.

Yes I agree, the issue is complex and absolutely, there is occasionally a question of whether editorial really is editorial: the example you talked about does unfortunately happen sometimes with a few local papers and low circulation trade mags...and it's one reason why some sections of the print media are in trouble!

I also appreciate that maintaining a blog takes time. I don't sell ads on here, as that's not why I do this (aside from the fact that I am not really sure anyone would be interested in advertising here!)

As you can tell I publish a lot of stats I've uncovered from elsewhere, and I kind of use that as a bank of articles I draw upon for work. Plus it makes me write / think on a regular basis, and it connects me to a wider community - case in point!

However, others run blogs for other reasons, and if they want to sell off ad space on there, fair enough really.

The problem with sponsored editorial however is that it does blur the line between editorial and advertising. As mentioned above, as one man / woman band bloggers, we don't have an ad dept that handles and produces these, and I think it can't but erode your credibility over time.

Also, payperpost is so in your face, that as a brand you should steer clear of it. The screenshots I've used should say it all really.

Just a thought, but if as a blogger you really do want to earn extra cash (and why not?), there is a better way you could go about it:

With Forrester's trust research pointing to the fact that most corporate blogs are really not very good, why not offer your services as a company writer and re-do their blogs to be more informative and human?

That way you still get paid for doing what you like, but it's a much more direct arrangement.

Thank you for the comment Josh, I've just updated my post a little bit to say that I've got no issues with individual bloggers (after all how they run their blogs is up to them), but with the system of making an industry out of having a paid blogger network. I'm actually surprised a major brand like kmart took part in something like this.

Thank you Cheryl for the comment and yes if you get to 1000 odd followers one of two things happens:

You either use it as a personal broadcasting system and / or a way to sell your wares.

Or you do what I've been forced to do and what a lot of others do too - you set up a group of 100 or so people on Tweetdeck who you'd like to keep closer tabs on, and give the rest an occasional glance.

I don't like doing things that way, but there's kind of no choice, as otherwise your twitter stream becomes like one of those financial ticker tape wires where you just see an endless stream of comments.

Thank you for the comment Kevin.

I have to say that the branded browsers you guys do (brandthunder.com) are in a different category, and yes I can instantly see how it would work for entertainment, sports and kids brands...but not for (say) a toothbrush manufacturer or toilet cleaner!

I think the problem really is that widgetery is something that's tossed about without really giving it much thought about the value and what it's there to do. The simple fact is that you have to compete with 40k of the things on Facebook and I do believe that most users just aren't in the right frame of mind.

And similarly watch out for a glut of iPhone apps next year, I've also seen the figure of 40k-50k of these estimated to be in existence next year.

Thank you so much for the kind words Kelly!

Yes, Qwitter (useqwitter.com) is a strange tool, and one that some people obsess about. I admit I subscribe to it, but see it more as something that has curiousity value rather than anything to lose sleep about. If someone wants to unfollow me? Well, fair enough.

And I do think the following quote is absolutely spot on: "social networks bring out the best traits in people (generosity, intelligence, helpfulness, humour, comraderie) and for others the worst (stinginess, meaness, cruelty, desperateness)"