Monday, October 25

Charging Brands: Latino Bloggers Want To Be Paid


Although the national survey was limited to Hispanic bloggers, the same could be said about bloggers in general. Most of them want to be compensated.

According to the survey, monetary compensation isn't the only form of compensation (although some are only interested in monetary compensation). Free products, event passes, and insider opportunities are all attractive offers. It was also interesting to note that survey respondents placed significantly higher value on writing a post for someone as opposed to accepting payment for a sponsored post.

Highlights From the National Hispanic Blogger Survey

• 88 percent of Latino bloggers surveyed felt compensation was important to them.
• 61 percent of Latino bloggers are currently running Google and other ad networks.
• 52 percent of Latino bloggers said they wanted standardized rates for sponsored posts.
• 40 percent of Latino bloggers say they never perform work for brands without compensation.

Additional Insights From The Limited Survey Group.

• 41 percent post a few times per week and 26 percent post daily.
• 26 percent invest 5 hours or less to develop content; 30 percent invest 6-10 hours.
• 38 percent promote on Facebook; 35 percent promote on Twitter.
• 29 percent started for the journalism experience; 18 percent to develop connections.
• 38 percent valued posts at $250; 19 percent at $500; 24 percent at more than $500.
• Tweets were valued at $25 or more, with some placing 2-3 tweets at $100 or more.

"We know the topic of compensation is a sensitive one and at times controversial for bloggers," said Lourdes Rodriguez, president of HPRA Los Angeles. "But at the same time this information is invaluable to brand marketers and agencies."

Have Public Relations Professionals Priced Themselves Out Of Earned Media?

While the survey sampling is small, the study helped clarify something that has been occurring over the last few years. Just two years ago, most bloggers were satisfied with receiving attention from a company. Today, the cost of a single post can be as high as $1,000 (more if it is written by some people) and up to $500 if it is sponsored.

Wouldn't it be something if public relations professionals — working so hard to demonstrate that targeting bloggers is on par (or better) with traditional publications in a quantifiable way — never realized bloggers were listening to their conversations? Or, in other words, as public relations practitioners continued to inflate the value of circulation via blogs, bloggers decided they weren't so willing to give away space as earned media, a luxury major media could afford because of advertising dollars. Imagine that.
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