Do ethics quench blogola thirst?

Once an Internet novelty of merit only to teenagers seeking venting space, blogs have become a force worth courting for brands seeking loyalty on the groundfloor of the digital world, per The Wall Street Journal.

The process by which companies have begun deluging high-profile bloggers with gifts in hopes of currying positive coverage has earned a tech term: blogola.

Bloggers, a convenient alternative to professional critics and television feature writers with "jaded attitudes," have become part of a broader PR strategy by companies to "create a direct connection with potential viewers," explained Chris Ender, SVP of Communications at CBS.

Network PR strategists are increasingly also looking at blogs as expansive farms for story ideas.

Strategic efforts to garner their affection seems to hurt bloggers little, as they are showered with products, gift certificates and even access to gatherings otherwise reserved for the elite. Recently Fox sent invitations for an industry dinner hosted by the President to a number of New York media blogs, deeming them critical to their overall public relations strategy.

Because of this heightened interest in their profession and the growing incorporation of blogola as a stock strategy, blogs are growing more corporate in look and feel. Much of this has to do with protecting blog credibility and protecting content from "[turning] into advertising," as Ms. Marie of Joy Unexpected put it.

Major blogs like Gawker Media, Inc. have thus begun implementing ethics strategies. Now Gawker writers must disclose having received any gifts exceeding $25 on their blogs, for example.

The Word of Mouth Marketing Association (WOMMA) has also developed a series of ethics for dealing with blogs.