When it was announced last summer that Ad Age was taking over Todd Andrik's Power 150 ranking of top Ad/PR/Marketing blogs, many in the blogosphere were thrilled with the possibilities. I wrote about it at Daily Fix and thought it was a great idea because:
Ad Age would now have a vested interest in promoting Ad/PR/Marketing bloggers. The publication could now use these bloggers as sources for articles, or even interview some of them. For example, if Ad Age quoted Armano, they could say 'Critical Mass' David Armano, whose Logic+Emotion blog is currently #20 in the Ad Age Power 150, says...' A win-win for everyone, as Ad Age can create better content, and the bloggers have an incentive in promoting the content that Ad Age does create. Sourcing the bloggers also gives more weight to the Power 150 itself.
But now 4 months later, the only thing that I can see that Ad Age has done to leverage the Power 150, is to create a nifty 'badge' that any member of the Power 150 can add to their blog. And yes, this badge links back to Ad Age's site.
The top article on the site right now is one on how Word of Mouth Marketing is booming. Where are the supporting quotes from bloggers? What about getting insight from Andy Sernovitz, who blogs and literally wrote the book on word of mouth marketing? How about a quote or two from Jackie Huba or Ben McConnell, who coined the term 'Customer Evangelism'?
So for all the talk about how Ad Age was embracing 'new media and its potential', it seems that in this case, it is little more than linkbait. I hope I'm wrong, because the Power 150 could create so much more value for both Ad Age, and the bloggers they claim to be embracing.
Tags:The Viral Garden, Marketing