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Jonathan Tobin: Defending the Right to a Jewish State

Heather Hale: Compliment your kids without giving them big heads

Megan Shauri: 10 ways you are ruining your own happiness

Carolyn Bigda: 8 Best Dividend Stocks for 2015

Kiplinger's Personal Finance editors: 7 Things You Didn't Know About Paying Off Student Loans

Samantha Olson: The Crucial Mistake 55% Of Parents Are Making At Their Baby's Bedtime

Densie Well, Ph.D., R.D. Open your eyes to yellow vegetables

The Kosher Gourmet by Megan Gordon With its colorful cache of purples and oranges and reds, COLLARD GREEN SLAW is a marvelous mood booster --- not to mention just downright delish
April 18, 2014

Rabbi Yonason Goldson: Clarifying one of the greatest philosophical conundrums in theology

Caroline B. Glick: The disappearance of US will

Megan Wallgren: 10 things I've learned from my teenagers

Lizette Borreli: Green Tea Boosts Brain Power, May Help Treat Dementia

John Ericson: Trying hard to be 'positive' but never succeeding? Blame Your Brain

The Kosher Gourmet by Julie Rothman Almondy, flourless torta del re (Italian king's cake), has royal roots, is simple to make, . . . but devour it because it's simply delicious

April 14, 2014

Rabbi Dr Naftali Brawer: Passover frees us from the tyranny of time

Greg Crosby: Passing Over Religion

Eric Schulzke: First degree: How America really recovered from a murder epidemic

Georgia Lee: When love is not enough: Teaching your kids about the realities of adult relationships

Cameron Huddleston: Freebies for Your Lawn and Garden

Gordon Pape: How you can tell if your financial adviser is setting you up for potential ruin

Dana Dovey: Up to 500,000 people die each year from hepatitis C-related liver disease. New Treatment Has Over 90% Success Rate

Justin Caba: Eating Watermelon Can Help Control High Blood Pressure

The Kosher Gourmet by Joshua E. London and Lou Marmon Don't dare pass over these Pesach picks for Manischewitz!

April 11, 2014

Rabbi Hillel Goldberg: Silence is much more than golden

Caroline B. Glick: Forgetting freedom at Passover

Susan Swann: How to value a child for who he is, not just what he does

Cameron Huddleston: 7 Financial Tasks You Should Tackle Right Now

Sandra Block and Lisa Gerstner: How to Profit From Your Passion

Susan Scutti: A Simple Blood Test Might Soon Diagnose Cancer

Chris Weller: Have A Slow Metabolism? Let Science Speed It Up For You

The Kosher Gourmet by Diane Rossen Worthington Whitefish Terrine: A French take on gefilte fish

April 9, 2014

Jonathan Tobin: Why Did Kerry Lie About Israeli Blame?

Samuel G. Freedman: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Jessica Ivins: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Kim Giles: Asking for help is not weakness

Kathy Kristof and Barbara Hoch Marcus: 7 Great Growth Israeli Stocks

Matthew Mientka: How Beans, Peas, And Chickpeas Cleanse Bad Cholesterol and Lowers Risk of Heart Disease

Sabrina Bachai: 5 At-Home Treatments For Headaches

The Kosher Gourmet by Daniel Neman Have yourself a matzo ball: The secrets bubby never told you and recipes she could have never imagined

April 8, 2014

Lori Nawyn: At Your Wit's End and Back: Finding Peace

Susan B. Garland and Rachel L. Sheedy: Strategies Married Couples Can Use to Boost Benefits

David Muhlbaum: Smart Tax Deductions Non-Itemizers Can Claim

Jill Weisenberger, M.S., R.D.N., C.D.E : Before You Lose Your Mental Edge

Dana Dovey: Coffee Drinkers Rejoice! Your Cup Of Joe Can Prevent Death From Liver Disease

Chris Weller: Electric 'Thinking Cap' Puts Your Brain Power Into High Gear

The Kosher Gourmet by Marlene Parrish A gift of hazelnuts keeps giving --- for a variety of nutty recipes: Entree, side, soup, dessert

April 4, 2014

Rabbi David Gutterman: The Word for Nothing Means Everything

Charles Krauthammer: Kerry's folly, Chapter 3

Amy Peterson: A life of love: How to build lasting relationships with your children

John Ericson: Older Women: Save Your Heart, Prevent Stroke Don't Drink Diet

John Ericson: Why 50 million Americans will still have spring allergies after taking meds

Cameron Huddleston: Best and Worst Buys of April 2014

Stacy Rapacon: Great Mutual Funds for Young Investors

Sarah Boesveld: Teacher keeps promise to mail thousands of former students letters written by their past selves

The Kosher Gourmet by Sharon Thompson Anyone can make a salad, you say. But can they make a great salad? (SECRETS, TESTED TECHNIQUES + 4 RECIPES, INCLUDING DRESSINGS)

April 2, 2014

Paul Greenberg: Death and joy in the spring

Dan Barry: Should South Carolina Jews be forced to maintain this chimney built by Germans serving the Nazis?

Mayra Bitsko: Save me! An alien took over my child's personality

Frank Clayton: Get happy: 20 scientifically proven happiness activities

Susan Scutti: It's Genetic! Obesity and the 'Carb Breakdown' Gene

Lecia Bushak: Why Hand Sanitizer May Actually Harm Your Health

Stacy Rapacon: Great Funds You Can Own for $500 or Less

Cameron Huddleston: 7 Ways to Save on Home Decor

The Kosher Gourmet by Steve Petusevsky Exploring ingredients as edible-stuffed containers (TWO RECIPES + TIPS & TECHINQUES)

Jewish World Review

Sponsored blog posts, reviews raise ethical questions

By Sarah Lundy


http://www.JewishWorldReview.com | (MCT) A video shows Bess Auer cruising through Mount Dora, Fla., in a metallic-orange Camaro.

"One biker actually stopped his buddy and pointed at me as I drove by," she wrote on Chevy's Girl on the Go blog, which she linked to her own blog.

Auer is one of five Florida bloggers — two in Tampa and three in the Orlando area — who received a 2010 Camaro recently to enjoy for a month at no cost. The only requirement: Record a video and write two posts a week about their adventures in the cars.

The English teacher is part of an evolving movement in the world of blogging, in which businesses call upon popular local blogs to help market their goods. And bloggers are embracing the idea, often getting a service or product for free or even collecting a small paycheck.

"It sounded like fun, and it drove more traffic to my site," said Auer, who created her blog, called Central Florida Top 5, a year ago.

For years, bloggers and marketing executives have searched for a fine balance between independent bloggers staying true to their readers and businesses promoting their products. Now, the blogging/marketing relationship has become so common that blogging conferences devote sessions on how to connect to companies.

Last year, Cadillac sought out 64 well-connected Orlando women to receive a 2010 SRX crossover for a week in exchange for sharing their experience on a blog, Twitter and Facebook.

"For many years, bloggers weren't given a lot of respect or authority, and now people really see them as a go-to resource, and they have influence," said Esther Crawford, 26, a Wisconsin blogger who created sheposts.com, a website dedicated to keeping women informed about blogging trends, conferences and marketing campaigns.

Paul Rand agreed. He is president of the Word of Mouth Marketing Association, a nonprofit organization that advances the "discipline of credible word of mouth marketing, both offline and online."

"In the past, word-of-mouth was always critically important, but it didn't have the mass reach that we have when the Internet and social media come into play," he said. "Now, everyone's opinion can be heard … as people grow with their social prominence online, their reach becomes even further."

IZEA, an Orlando-based social-media marketing company, tapped that influence several years ago with PayPerPost, which initially drew criticism from those who feared it tainted blogging and crossed ethical lines. The company has developed more programs that pay for blogging, tweeting and checking in on Foursquare.

"Over time, it became more of an accepted practice," said Pete Scott, vice president of business development.

But Kelly McBride, an expert in journalism ethics at the Poynter Institute, a journalism think tank in St. Petersburg, Fla., said that's kind of the way it has always worked. Auto writers in the past were loaned cars, drove them around a week and wrote reviews, she said.

With the introduction of more bloggers, businesses are doing this even more, she said.

Last year, the Federal Trade Commission published guidelines requiring bloggers to "clearly disclose" what they receive in exchange for the endorsement: money or free goods.

In March, for example, the Orlando/Orange County Convention & Visitors Bureau Inc. paid for a group of eight bloggers to visit local theme parks and write about their stay. Each one told their readers what a great time they had — but also explained how the convention and visitors bureau had covered their costs.

But McBride questioned how the FTC would be able to enforce the rule.

Readers are always going to seek trusted voices. And bloggers tend to be closer to their audience, she said.

"They are truly unpaid spokesmen for a product. The company is benefiting off it," said Carolyn Massiah, a marketing professor at University of Central Florida. "It's amazing how consumers will believe what the average Joe will tell them over the many experts in a field."

The Southern Chevy Dealers in Orlando and Tampa sponsored the Girls on the Go campaign to help attract more women into the stores. Similar programs may start in West Palm Beach, Miami, Fort Myers and Jacksonville in the next several months.

"There's whole network of women who constantly share their stories … interacting in a social environment," said Kandi Kirkland, Florida management supervisor for Velocity Marketing, which is helping coordinate the Chevy campaign. "The best way for us to become part of that community was for us to join that social-network community."

That's why they chose women who were influencing others online. They started last winter with the Traverse and did another month with the Malibu.

For the Chevy Girls on the Go Campaign, dealers are providing the cars and gas money. The bloggers are not told what to say — an important distinction to them.

Kim Taylor, who blogs for Pulse of Central Florida, wanted to stay "authentic" to her readers and be honest.

"Frankly, I think I would have bowed out gracefully if we'd been told that we could only speak positively about the product," the 34-year-old public-relations executive said. "The blogger community and readers are smart enough to know when they're being sold to. … There's plenty of room for that in traditional advertising."

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© The Orlando Sentinel Distributed by McClatchy-Tribune Information Services.

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