what the?

Please read What the? Part 2 to see what happened next!

But first, let's go back to the beginning of the story.

Hey I've got a great idea. How about I publish a magazine with a heap of cool content that I don't have to pay for, nor will I bother to ask permission to reprint it. Pure genius!

This little beauty just flapped its way into my inbox. I must admit I only open 1/4 of PR-looking emails.

FYI

XXX* magazine is Melbourne’s newest food and drink title - with a significant difference. It is the first to showcase independent local blogs and articles with a definitive focus on the city’s food culture. Effectively a printed portal, it features snippets of interesting, online material, with full reference and credit always given to the authors. And for the first time, using new smartphone technology, 2D codes printed in XXX provide a direct link to the original online article. A very similar premise to how a blogger might make reference to an external article they want to share - placing a link in their own blog and directing readers on. A product of Melbourne’s world-class food and drink industry, and the insightful contributions of the city’s bloggers and online authors, its debut will mark a progressive shift in contemporary publishing.

Never before have online authors been given such prominence in the print medium. Building on the passion of food enthusiasts, XXX’s publishers are undertaking this new initiative, hoping to promote what they believe is an outstanding standard of local blogging, and further establishing it as valid and valuable - as much so as traditional food writing. Moreover, with hundreds of articles posted online all the time, it can be hard for some people to come across information, news or reviews that they might enjoy and find helpful – especially those unfamiliar with the online forum, or still getting used to it. XXX makes it easier to sort through the vast catalogue of food stories by presenting those the editors find interesting and relevant, in a physical, familiar format.

Launching this December with a ‘Holiday Edition’, 20,000 audited copies will be circulated throughout more than 1,500 cafes, bars, restaurants and stores in the CBD and inner city suburbs. ‘Regular’ fortnightly editions will follow from January 2011. As a result, XXX’s featured bloggers will probably notice a marked increase in traffic to their sites, expanding the potential for those already advertising to capitalise on their work, and creating opportunities for those that yet don’t (through options like Google AdSense, Nuffnang and Foodbuzz).

In the interests of integrity, XXX doesn’t commission writers or works. Content isn’t product driven or based on any commercial directives. Instead it’s made up of positive, in-depth pieces with attractive photography, written by passionate and knowledgeable local ‘authorities’. XXX’s editors then scour the web, working to select and compile pieces relevant to particular topics and editions, covering subjects like restaurant reviews and recipes. Additionally, topics such as cafés, markets, new books, films, products, farming, events, health issues, legislation, and anything else food and drink related will be included. Put simply, the magazine is a reflection of food and drink culture, via the words and opinions of those that participate in Melbourne’s online publishing. It’s an independent and free publication, funded only through advertising.

XXX’s editorial policy ensures any authors who choose not to be included, for whatever reason, are respected, and won’t be featured. However, the publishers aim to benefit all facets of the food industry, including the independent writers. The hope is Melbourne’s online food community members are excited to be a part of it, support the idea, and simply continue to do what they love doing – taste, sip, snap, talk and write about food culture.

Sincerely
(etc etc)

* Name deleted

Can someone set me straight. It's a new publisher who wants to swipe our blog content, without seeking permission? An opt out not opt in kinda thing? And we should be flattered because " As a result, XXX’s featured bloggers will probably notice a marked increase in traffic to their sites".

Copyright issues anyone?

Update: the publisher assures me that they seek only to link to a blog post not the content. So it seems the punter will be flashing their smart phone at the code in the freebie if they see a reference to something they like the sound of? Interesting.

another PR fail

Dear PR person,

You hunted down my email address and contacted me recently on behalf of a chocolate company. You generously offered me a goodie bag to give away to my readers and free tickets for a big foodie event.

Following the script for savvy PR companies who’ve done Social Marketing 101 you said nice things about a recipe I’d posted a couple of years ago on my blog.

When I promptly replied to your email with a query about the products, I never heard back from you. It was very polite and directly addressed a question I have for the company you represent.

Maybe you can clear up the confusion around the dairy content of your dark chocolate? With the change of packaging milk products are now listed in the ingredients. From memory this is neither the last in order, nor a case of "may contain traces of.." yet some (brand of chocolate) sources claim the recipe hasn't changed and there is no dairy in it? I'm confused.

But two weeks later I’ve not had a response.

I didn’t mention the event or the blog giveaway because as much as I once liked the brand you are promoting since the labeling changes I have stopped purchasing the chocolate. I have a dairy allergy and it’s just not worth risking the immune system crash that comes with it. But as there are Chinese whispers going on as to whether it contains milk products or mere “traces of” I’d love to clear it up.

So are you only interested in getting bums on seats (or more accurately product placements on blogs) regarding the event or are they genuinely trying to represent your client and promote the brand? I never expected you to be able to answer the question I posed but I did expect you to get back within 24 hours to say you’d forwarded on the email to the client. You might have even done another plug for the event you were promoting.

Surely the idea of using social networks to market a product is about creating a dialogue. You’ve picked up the ball, isn’t it time you learnt to run with it?

Regards,
AOF