Chrysler’s Firehouse “Blog” For “Serious Journalists” Only

Steve Hall of Adrants wrote last week about Chrysler’s half-hearted entry into the bloatoshpere. Half-hearted because one must present MSM credentials to “qualify” to read Chrysler’s press releases. I mean, how late 20th century can you get?

Detroit News: The blogosphere can be a jungle, as Chrysler is finding out. The U.S. division of DaimlerChrysler AG recently launched a Weblog called thefirehouse.biz designed to spark rollicking online exchanges between the automaker’s executives and PR team and the news media. Well, Adrants, a marketing Web site filled with news and gossip, didn’t approve of a media-only blog. “This is idiotic. This is stupid. This is insane. Completely illogical and non-sensical.”
Adrants suggested Chrysler take a look at how General Motors Corp. runs its all-access blog –fastlane.gmblogs.com. Ouch.
Chrysler PR chief Jason Vines shot back on the Firehouse: “It didn’t take long for the ‘brave’ Web-sters to direct their obviously clueless blather at thefirehouse.biz. A recent posting on another blog called our media-only site ‘stupid … insane … completely illogical and non-sensical.’ Hmmm … I could use the same terms to describe the cowardly anonymous poster’s understanding of what we’re doing here … but I won’t.”

Of course, we all know Steve Hall is far from anonymous. All but Jason Vines, that is. However, I have a feeling Vines is about to find out.
Thanks to B.L. Ochman and Random Culture for picking up on this story.

About David Burn

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.