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Should Digg Take Microsoft’s Money?June 6th, 2008 at 11:40 amSource:CenterNetworks
Later on in the evening when Kevin Rose and sidekick came out to begin the Diggnation show, Kevin also attempted to get the crowd excited about the Zune. Again the crowd boo’ed over and over. Kevin said he had three Zune devices to give away and that if the crowd didn’t get excited about the Zune, they wouldn’t give away the Zunes. The crowd seemed to mellow down after that. As I stood there and watched the sheep, I started to wonder why Digg would take money from Microsoft when their most loyal users clearly don’t care about the Zune or Microsoft. I’ve seen similar behavior on tech blogs that accept ads that are far beyond what would be considered "in scope." Does Digg have a responsibility to work with advertisers that match what their loyal users are looking for? I am guessing that Microsoft wants to hit the 16-29 male demographic and when Revision3/Digg pitches their campaigns, that’s how they do it. "Hey Microsoft, we have users that are in the demographic you are trying to hit with the Zune, c’mon sign up today!" Do they explain to Microsoft that clearly the overwhelming majority of Digg users don’t give a crap about the Zune and wouldn’t buy one if a gun was pointed to their head? I do understand that Digg may not have been aware that Microsoft and the Zune are "hated" within the Digg community of users but now that they know, do they have a responsibility to no longer accept ads from the group? Should publishers (video, audio, text, etc.) take money from advertisers when they know that the campaigns won’t benefit the advertiser? Or is it the advertiser’s responsibility to do the homework on which publishers will work best? Do publishers have a responsibility to clearly explain to advertisers that x or y program might not be well suited for the publisher?
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