Kathy Griffin Takes Over Gawker, Defamer Weblogs
In a page-takeover sponsorship, Bravo is promoting its new six-episode, one-hour, unscripted Kathy Griffin show on Gawker and Defamer with several standard ad units along with a controversial date header logo which several bloggers dislike. The move is another in a the long list of line-blurring marketing stunts geared to attract waning eyeballs sick of advertising overload. It's the kid calling "wolf" though. The more advertising pervades media, the more it is ignored in an endless cycle sure to, someday, completely obliterate the usefulness of advertising itself.
Our online sleuth hates the sponsorship and tells us, "I don't mind exclusive sponsorships and advertisers, however, look how haphazardly they just put Kathy Griffin logos over Gawker's and Defamer's date placers. It just looks like a cut and paste. Doesn't look like it belongs there. Not to mention to me, those spots are off limits, that's the sacred space of of the editors"
While Gawker sites have had similar sponsorships, with Sony, Audi, Bridgestone and Cheap Tickets, before, what do those of you working in advertising think about this apparent erasure of the line? Is there a line? Was there ever a line? Should there be a line at all? Is advertising headed down a path of destruction or is this smart marketing? Give us your comments.