Marketers add bloggers to the payroll

01/12/2009 | Adweek

Panasonic, K-mart and American Express are among the top marketers compensating well-known bloggers to write about their companies. "Brands are realizing this stuff is happening with them or without them," said Ted Murphy, CEO of Izea, a firm that connects marketers with bloggers. "They can be a catalyst for the conversation they want to have or only react to what others are saying."

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