Diaper Sales Also Need Opinion Leaders

From the print edition of the July 14, 2008, Advertising Age:

P&G relies on power of Mommy bloggers
Giant calls then the 'new influences'; will recruit up to 15 to headquarters

By JACK NEFF
jneff@adage.com

PROCTER & GAMBLE CO.'S Pampers is bringing as many as 15 top "mommy bloggers" to the company's Cincinnati headquarters later this month in what appears to be the company's biggest effort yet to reach online influencers.

That it's doing so with all-expense-paid trips could place P&G in a controversy similar to those that have confronted other marketers, such as Microsoft, in years past. But P&G sees the move as an emerging standard industry practice to inform bloggers, rather than buy their loyalty.

P&G should bring me to Cincinnati. I would enjoy being informed. I'd even give a research presentation gratis.