Telegraph journalist Jonathan Moran: Bloggers haven’t earned their place

Moran: Feels bloggers lack credibility

Moran: Feels bloggers lack credibility

News Corp showbiz writer Jonathan Moran has attacked the increasing tendency of publicists to give access to “blow-in bloggers” who have not earned their position in the industry.

In a full page column, Moran, who writes for The Telegraph’s Sydney Confidential, attacked the rise of fashion bloggers. He wrote:

“Bloggers do my head in, particular those in the fashion industry. I’m not bitter , I just think you need to earn your position in the industry – anyone can be a blogger.

“Bloggers annoy me, particularly those who parade themselves as celebrities, put their hands up for paid endorsements and demand front row seating at fashion parades.”

Moran – who earlier this year co-created a dance routine to mark the arrival of Ellen DeGeneres in Australia –  added: “Bloggers get priority front row seating at fashion parades these days because they almost always provide positive coverage. They’re at red carpet premieres, usually to get themselves a keepsake photograph with a big name celebrity. It’s annoying when you’re on a tight deadline.”

A major issue, said Moran, was that bloggers were being paid to endorse products and not declaring it. He said: “You can’t take those of them who are being paid to spruik products seriously. Where is the credibility? Some bloggers are paid upwards of $650 for a single post. Sponsored blogs can earn more than $2500.”

Last year, the South Australian Tourism Commission was revealed to be paying celebrities to write positive posts about Kangaroo Island as a destination.

And this weekend, consumer group Choice called for celebrities to inform consumers when they are being paid to promote a product or service on social media.

Tom Godfrey, Choice’s head of media said in a statement: “Whether you are following Kim Kardashian, Jennifer Hawkins or Lara Bingle, you should be informed if they are being paid to plug products.

“From shonky chefs pushing pasta sauce to hot chicks pedalling hot rods, social media is awash with dodgy advertorial style posts.”


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