(iverson's) currentbuzz: A fascinating exploration of journalistic & blogging ethics

So, should a blogger write about slogans on an advertiser's site so that some buzz (hype) will be added to the blogosphere or information online? I agree with Harry McCracken of PCWorld.

Ultimately, I think there's a fairly clear bottom line here. If you're a journalist -- via a blog, a magazine, or anything else -- you must err on the side of not allying yourself with ad campaigns and slogans, or appearing to do so. If you're not a journalist, the rules can reasonably be looser. And therefore bloggers who get involved in this sort of thing are taking a stance on exactly what it is they do.

Oh, and what do I think of the notion of the "People Ready Business?" Mostly that it's a less patronizing and silly slogan than another Microsoft tagline -- "Your Potential. Our Passion." That's something, I guess. But I betcha my opinion isn't one that Microsoft would have ever let me state on its advertising site, no matter how "conversational" it might be.
Source: pcworld.idg.com.au

And so you don't have to click far, here is what Jeff Jarvis in buzzmachine says, clarifying things as Jeff often does. For the record, I don't think journalists should ever do this unless they have decided to go into PR. As far as bloggers go, if your blog relies on whether or not people trust your judgment or opinion (like in a Food blog, music review blog, Mommy blog, media blog, business blog, etc.) why would you risk your credibility for a few bucks? New or old media, a shill is still a shill.

Jeff Jarvis'Set of Rules for Bloggers (I like these myself):
1. My voice is not for sale. No one can pay me to say what they want me to say.
2. My editorial space is not for sale. I accept advertising and it must be clearly labeled.
3. When I am paid to write (as in a freelance article) or to speak, I will still determine what I say and I will disclose that relationship.
4. I will attempt to disclose relevant financial relationships so you are free to judge me and my words accordingly.
5. In some cases, such a relationship will prevent me from speaking on a subject (as in talking in detail about an employer). However, I will not be compelled to speak because of such a relationship.
6. If I say something openly and freely here, it may be quoted by a commercial entity (the blurb) but I will not be compensated for that.
7. My acceptance of advertising here does not constitute an endorsement of the advertiser. However, I will at times turn down advertising I find unacceptable.
8. I recognize that many blog, vlogs, etc. do not pretend to live by editorial standards and that is their right and freedom. But when they say some things, I will need to take when they say with appropriate salt.
9. I have financial relationships with others who do not follow these rules and in many cases I do not believe these rules apply to them (e.g., entertainment). I enjoy and respect many sites and products that do not follow these rules, but I expect to be able to find out what rules they operate by. I believe one’s rules and relationships should be disclosed.
10. I do not believe I have a price at which I would sell out. But if I did, I can say I certainly haven’t seen it yet.