America's oldest and largest advertising agency, JWT, is spending thousands of its clients' dollars in a high profile bid to bag the cachet of advertising on a blog. It hopes the Huffington Post's readers will ping the ads around the globe as fast as you can say "viral marketing success".
But while JWT - which has been trying to shake off its image as the fusty old grandaddy of Madison Avenue - is pleased as punch with its roadblock on the Post, will the blog's readers oblige JWT by forwarding the Levi's, HSBC and Ford ads on to their friends and colleagues?
The debate about advertising via blogs is heated on all sides. Blogs should be free from the taint of the brand dollar, say some. While others argue the monetisation of blogs is not only inevitable, but necessary to keep the medium afloat and moving forward.
Advertisers are wary of the uncontrollable nature of blogs - ad campaigns are easily subverted and can veer horribly off-message once let loose in cyber space. And bloggers are wary of the brands invading their sacred space and using the blogosphere for their own consumerist ends.
After all, bloggers and internet pundits are exerting a "disproportionately large influence" on society, according to a report by a technology research company
But, as traditional advertising methods take a dive, big brands cannot afford to let the opportunity of reaching millions of shoppers via an intimate, direct, trusted and free medium pass. Even though they are not sure how effective it is.
Bob Jeffrey, JWT Worldwide chairman and chief executive said that the advertising industry's obsession with non-traditional media was "absolutely" an overreaction.
But Mr Jeffrey is obviously trying to future-proof JWT, just in case. The agency is "making a significant investment in our interactive strategy," he said. "We chose to partner with HuffingtonPost.com because of their hugely influential audience and devoted readership. Together we hope to further blur the lines between traditional advertising and new media."
