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Was clued in to this interesting article in yesterday's Wall Street Journal about the Brew Blog, a beer and brewery industry blog sponsored by Miller Brewing Co. Written by former Advertising Age reporter James Andorfer, Brew Blog reports on industry news when it happens, as it happens.
Seeing as how Brew Blog is also sponsored by Miller, Andorfer does his job while simultaneously taking some requisite and light-hearted shots at Anheuser Busch and its best selling brands like Bud Light (still inexplicably the best-selling beer in the world) while praising Miller's business decisions. Think of it as similar to the Roger Ailes "fair and balanced" technique, only A-B would be the "liberal media" in this setting.
The ability to control how Miller news is disseminated via Brew Blog is the crux of the Journal article; by using internet technology and the ease of accessibility of a blog, Brew Blog can often be the first source for any Miller news. The Journal also points out that Miller has the first crack at spinning industry news in whatever way it deems fit, in the process raising the possibility of shutting out business and trade industry reporters.
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Andorfer also has been know to take some shots at Miller, as the article says (I read it in print when it appeared). Perhaps he offers more praise than criticism, but there has been criticism--which, from Miller's point of view, likely would be desirable, as criticism of the sponsoring company would give the blog credibility.
I find the Fox News analogy strained, and I am no fan of Ailes or the news operation he runs, which engages too often in rank propaganda. Perhaps some better models are sponsored news feeds from companies or corporate/marketing newsletters.
Why doesn't Bud sponser 'Brewing blog' or something similiar? These blogs and journals only have as much authority on subjects as the audience gives them. If they don't like it, don't read it, who gives a shit if brew blog has an exclusive with the miller brewmaster who created Miller Chill?!