Like the PR industry, our brethren on the other side of the marketing aisle also are wrestling with various issues when it comes to plying their trade in the blogosphere. PR blogging pundits eagerly cite the do’s and don’t’s of “pitching” stories to blogs, while AdAge.com yesterday reported on the consternation among advertisers over the safety of the blogging environment.
As both camps sort out how best to gain a foothold in the much-ballyhooed blogosphere, maybe someone should take a step back and focus on what that presence yields in terms of ROI? If not CPM, then what? Cache?