What's in a name?

Slated for January '08, PayPerPost is launching a social network that pairs bloggers with potential advertisers.

Called SocialSpark, the site will offer its 85,000 bloggers and 11,000 advertisers the ability to create a profile. Advertisers can browse blogger profiles to get a feel for them and gauge how big their audience is.

Additionally, the public can browse profiles to see what bloggers are "sponsored."

In addition to renaming its core business model, PayPerPost has also renamed its parent company IZEA.

Some months ago PayPerPost had its wrist slapped by assertions that it was promoting inorganic blog activity. It has since attempted to refurbish its marketing position with disclosure requirements.