Micro Media Easier To Trust

Ad Age wants its readers to know how essential blogs are to the media mix and product promotion.

One of the big reasons blogs have such impact is their credibility among readers. In a February poll from We Media and Zogby Interactive, 72% of adults said they were dissatisfied with the quality of American journalism today. Another 55% said bloggers are important to the future of American journalism, and 74% said citizen journalism will play a vital role, according to the poll.
Consumers are also taking bloggers’ word before they buy. A late 2006 Ipsos MORI survey found that blogs were a more trusted source of information than advertising or e-mail marketing. One-third of respondents said they had decided not to buy a product after reading a negative blog post, while 52% were persuaded to buy after reading a positive review.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I think of everyman blogging as a digital extension of word-of-mouth, but it’s so easy to fake a blog or a youtube vid or anything on the net that it’s still a good idea to research beyond several blogs, newsgroups and so on. Fortunately, it doesn’t take too long to find the consensus on specific product attributes and experiences. But for the brand’s pov about itself, I still look to advertising.