PayPerPost: a Web 2.0 witch-hunt

by Mathew on February 1, 2007 · 28 comments

I have a lot of respect for Jeff Jarvis. He’s been pushing the social-media thing longer than just about anyone, and he knows a lot about the media business. And I think Jason Calacanis is a smart guy too, although I know he gets on a lot of peoples’ nerves. But I don’t get why the mere mention of PayPerPost.com seems to drive both of them completely off the deep end (Scott Karp gets into it at The Blog Herald too). There’s a moralistic tone to the whole subject that I find odd.

In the latest installment of the saga, Jeff and some other smart people at the AlwaysOn conference slammed the company and its compensation model for bloggers, and then Ted Murphy — CEO of the company — stood up and took issue with some of what Jeff and the panel said. The company requires that bloggers disclose that they are being paid, he pointed out (although Jeff rightly noted that this came only after pressure from the blogosphere).

witch hunt.jpg

Then Jeff makes fun of the fact that Murphy has a TV crew following him, and compares him to the ill-fated Bubble 1.0 company that was the subject of the movie Startup, something that is echoed by Valleywag. And Jason Calacanis says the PayPerPost “scam” and “train wreck” is coming off the rails and that the “most hated company” on the Web is doomed.

I thought PayPerPost was bad too (although I didn’t call it a “cancer” like some people), because it didn’t require bloggers to disclose that they were being compensated. But now it does, even if that disclosure comes in the form of an overall policy, rather than something that is declared on a per-post basis. And there are plenty of other ways for bloggers to be compensated and become conflicted. What makes Ted Murphy into Satan all of a sudden?

Jeff’s post in particular has a real lecturing tone to it that I find irritating. He holds PayPerPost up to public ridicule, accuses them of giving parents the tools to exploit their children (like parents haven’t been doing that for centuries anyway — and check the comment on Jeff’s blog from the mother he mentions in his post), and then makes fun of the CEO for promoting his company.

Is the startup reality show idea stupid? No doubt. But no stupider than lots of other things. For more on this topic, check out WinExtra’s blog and ZDNet’s Larry Dignan’s balanced take, as well as a nicely-written rant from Jeneane Sessum at Allied, and another over at The Last Podcast.

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