Book-Reviewing Bloggers Put on Notice by the Federal Trade Commission
Dear Reader,
As I did for Bruce Wilkinson, I want to give his co-author, David Kopp, some time to respond to yesterday’s public challenge (in regards to their new book, You Were Born for This). In the meantime, I want to take a moment and shine some light on a very curious practice in modern-day publishing.
There’s a very interesting marketing trend that’s coming to an end in a few weeks. It involves bloggers who receive free copies of books from publishers. They agree that, upon receipt of the free book, they will write reviews of the text on their own blog, and also post a review at one of the more popular bookseller sites out there (like Amazon and Barnes & Noble).
The result of these programs has been very lucrative for publishers. If you do a google search for Bruce Wilkinson’s latest book, You Were Born for This, for example, you will dozens upon dozens of bloggers who have taken part in Waterbrook Multnomah’s Blogging-for-Books program. If you happen to read any of these reviews, though, you’ll find a commonality among almost all of them: glowing positive reviews without any substance whatsoever.
Imagine watching Roger Ebert give a glowing review for a film without sharing his reasons for giving it “thumbs up.” That’s exactly what’s happening. Don’t believe me? You don’t have to…see for yourself.
Here are the first ten blogs that came up during my “google search” yesterday (for “Bruce Wilkinson You Were Born for This”):
Robin Lee Hatcher’s Write Thinking: Copied and pasted text from the publisher’s webpage.
Collected Miscelanny: Copied and pasted publisher info.
Praise, Prayers and Observations: Same, along with a short blurb about inspirational Christian books, but nothing specific to anything in the text. Also, they’re giving their copy of the book away.
scrolling…: Almost identical to Praise, Prayers and Observations.
Book Journey: Almost identical to P.P.O.
Clean Straight Lines: Admits to not having read it, so he copies and pastes publisher info.
Rev Tim Thinks: Copied and pasted publisher info.
Blog Critics: Someone who actually read some, if not all, of the book. (And a positive review, to boot!)
The Nearsighted Bookworm: Copied and pasted publisher info.
good reads: No review whatsoever.
Obviously, the goal of these “blogging-for-books” programs is to generate positive buzz about these new book titles being released. From my search yesterday, it’s clear that buzz is being generated about Wilkinson’s book, You Were Born for This, though it’s almost entirely innocuous buzz.
Thankfully, the Federal Trade Commission is on to this slippery approach to plugging book titles online. Beginning Dec. 1, any blogger who receives a free copy of a book from publisher (for the sake of reviewing online) must reveal the fact that they received the book for free. If they don’t, they’re looking at up to $11,000 in fines. (Click here to read the article.)
Why is the FTC getting involved? Oh, yeah. Because it’s a racket.
Hats off to the watchful folks at the Federal Trade Commission!
Chris
PS Still waiting to hear from Bruce Wilkinson and David Kopp (regarding my public challenges to them). They would do better to respond…but they know that…
PPS For past responses to You Were Born for This, click on the following posts: Title & Table of Contents, Table of Contents addendum, Testimonials, 3a, 3b, 4a, 4b, 7, 8, 9, 10, 11 and 12, 13, the final grade for the text, and my initial public challenge to Bruce Wilkinson.
PPPS For new readers, my earlier analyses of Jesus Wants to Save Christians: A Manifesto for the Church in Exile (by Rob Bell and Don Golden) is available for free download. Simply click on my title, Clear as a Bell, and decide for yourself whether or not Bell’s teachings match those found in God’s Word.
PPPPS Please pray about these “public challenge” initiatives, that they would be profitable to the initial authors and anyone who might consider reading their text.
November 13th, 2009 at 1:46 pm
While I would tend to agree that far too many of the participants in things like the Blogging-for-Books program simply cut and paste and offer bland praise(I am guilty of this with the last couple myself – as offline circumstances have kept me from reading books I would like to)I don’t think the practice is “a racket” or you should praise the FTC for its wisdom. And the Multinomah program requires you mention them so the disclosure was always there and unaffected by the FTC rules.
Publishers send books to bloggers all the time. I have been involved in this for years and not once has a publisher or publicist pressured me as to what type of review I post or in any other way. I have in fact posted less than glowing reviews as a participant in these programs.
Most participants just enjoy the chance to get a free book and offer their opinions. Do to many of them fail to offer detailed reviews? Probably, but that is no crime. I think it is rather obnoxious to point to fluff posts listed on Google and assume that bloggers or publishers are doing something wrong or that the government should crack down on some sort of racket. Not everyone on the internet is going to meet your expectations, I would just get used to it.
November 13th, 2009 at 2:52 pm
YOU WROTE:
Praise, Prayers and Observations: Same, along with a short blurb about inspirational Christian books, but nothing specific to anything in the text. Also, they’re giving their copy of the book away.
What makes you think I’m giving MY copy away? You know what they say about assuming.
November 13th, 2009 at 3:50 pm
Kevin,
I guess you’re free to hold your opinion…as am I. I believe I was too unclear, though, in my initial article. I don’t believe bloggers are to blame in this whatsoever. I just don’t think it’s an entirely ethical program, since the reviews that are generated will not be as objective as they would be if people would have to shill out the $20 themselves for the copy.
Of course, then there would be very little buzz…and that’s my point exactly…
Sorry if I offended. I guess I should’ve been much more clear in pointing the “blame” on the part of the publishers.
Please forgive,
Chris
November 13th, 2009 at 3:53 pm
Jess,
Hey there. Your post on the matter reads, “I’m giving away one copy of You Were Born for This by Bruce Wilkinson. If you want to be tossed in the basket for a drawing, leave a message.”
Actually, it’s a pretty fair assumption, when you think of how many reviewers simply copy and paste the publisher’s info, and then give the book away, all in an attempt to increase readership on their own blog.
For the record: Did you give away the copy the publisher gave you, or did you give away a copy you yourself bought?
Chris
November 13th, 2009 at 8:24 pm
Since my blog link appears on your post, I think it’s fair to respond. Blogging for books is actually a part of a concept called a “blog tour”, with the primary aim of getting a book posted in the same time frame to result in better search engine placement, among other things. I believe most of us posting have been pretty transparent that we are participating in a publisher sponsored event, and as a book-seller I have no problem in posting reviews on books that my customers might be interested in. I also am more inclined to purchase said books from the publisher knowing that there will be some degree of promotion.
I have no qualms about posting a negative review, although to date, I’ve not had a book that I couldn’t give some positive feedback on. This particular book I read completely and if you read my post, you’ll notice that I begin with my personal thoughts and include the summary provided by the publisher. I see no problem with this as it give my reader both the publisher hype, and my unfiltered opinion.
And the free book is simply another way for the publisher to get some word of mouth advertising – and the blogger to get some traffic. Nothing nefarious about that.
As for whether my review was glowing but without substance, I would venture to say the review is generally postitive while relaying the primary message of the book. That I didn’t go into an in-depth theological analysis of the title should not surprise you. That wasn’t my intent.
You are welcome to disagree with the theology of the author, and the message of the writing, but I find your insinuation of deception and underhandedness on the part of Waterbrook/Multnomah and the individual bloggers to be uncharitable and unseemly.
November 13th, 2009 at 9:12 pm
David,
Thanks for chiming in. Yeah, it is fair of you to respond. I would expect you to, especially since you’re a blogger involved in these “blog tours,” as they’re called.
I have no problem with bloggers writing positive, negative, or middle-of-the-road reviews. I tried – and I think I failed – to explain that I was really against bloggers who receive the free book on the basis that they would actually review the book, and then only cut and paste the book’s info from the publisher site (which is certainly in the best interest of the publisher). My problem is that publishers know that the free-book-kickback (or whatever you want to call it) is bound to affect reviewer objectivity – and they know it.
The fact that I back the FTC’s decision shouldn’t bother you one bit, since you are a blogger who, as you say, write some negative reviews and some positive ones. It appears that you are in the minority (according to the brief research I did on the mater). The majority of “blog tourists” don’t even “visit their destination,” but regurgitate what it says inside the travel brochure.
BTW, I wouldn’t expect your review to contain indepth theological analysis. I do expect, though, something more than what can be gleamed by reading the back of the book or viewing a couple of publisher videos on the text. I’m not going to accuse you of not reading the book, David, but I must tell you: your review is so light on details that you could’ve done written it based on the info off the dust cover and a couple of publisher videos. (Just something for you to consider for future reviews. Readers enjoy details.)
All this is to say: With some books, no big. Stephen King’s new book? I could care less. Sarah Palin’s new title? Hardly important by comparison. A renowned Bible teacher who’s representing God and what it says in the Bible? He’d better have his ducks in a row…and the same goes for anyone who would review his book.
Don’t believe me? Read Revelation 22:18-19 where it speaks of what will happen to anyone who dares detract from the Word of God.
Good night,
Chris
November 14th, 2009 at 2:35 pm
<blockquoteMy problem is that publishers know that the free-book-kickback (or whatever you want to call it) is bound to affect reviewer objectivity – and they know it.
I think you either insist on being uncharitable or you are unfamiliar with the book industry and review process. Publishers send out free books for review all the time. The vast majority of reviews come from having receive an advanced copy. There is no pressure to write a positive review as it is standard procedure. And no one assumes this impacts objectivity.
The book tours simply take this process and offer it to bloggers who might not otherwise get advanced copies. There is no pressure to write positive reviews only that you mention the book if you don’t have time to review it (which is what happened to me). Again, there is nothing unethical about this as readers are aware it is a part of the tour and are free to make judgments about the content offered. If it is just a blurb, it just helps get the word out. There is no deception in involved in saying “here is a book the publisher sent me and here is what it is about.” It is a form of promotion and it happens all the time.
There is no moral requirement that “objective” or critical reviews rank higher in online searches. And there is nothing morally or ethically suspect from participating in a program where you get a free book and promise to post on it.
No one is required to take online reviewing or book discussion as serious as you seem to take it. People are just having fun and learning about new books. Perhaps you could step back and not take things – and yourself – so seriously.
November 14th, 2009 at 3:07 pm
Kevin,
You speak as though as though I am completely clueless on the nuances of blog tours and publisher marketing. That’s fine. I’ll take my lumps.
I don’t expect you to agree, but you write as though your opinion is the only valid one out there – something I won’t do to you.
Your last volley shows that you read my response to David (aka The Scroll), but you still have a beef. Fine. I just see it differently…and I’m going to.
I’d apologize except that you know and I know I meant no ill will or harm to any blogger.
I’d apologize for taking the reviewing of Christian books too seriously if I really thought I could consider what a Bible teacher writes with the same carefree spirit I have when I read Charlie Brown and Snoopy.
I’ve already gone the distance to make my point as clear as possible. You don’t want to accept it? Your problem.
Good night,
Chris
November 16th, 2009 at 8:51 am
Chris, for the record, your assumption was wrong. I said I was giving away ONE copy. I didn’t say I was giving away MY copy. There is a difference. And yes, both copies (mine and the give-away) were furnished by the publisher.
Have you read the following?
http://www.fastcompany.com/blog/jennifer-vilaga/slipstream/ftc-bloggers-its-not-medium-its-message-0
November 16th, 2009 at 2:21 pm
Jess,
And I was called uncharitable. Sigh.
To be clear, for what will be my last reply on this, I never said you were giving away your only copy. My original text: “Also, they’re giving their copy of the book away.”
If you want to focus on how many books the publisher sent you – which I couldn’t have possibly divined – fine, be that way. We both know that I meant to communicate – and did communicate – that you were giving away a copy of the book. Period.
What possible difference does it make? By now, you’re so hyper-critical to anything I have to write on the matter that you’ll most probably continue to take offense, though none has been expressed or intended.
Done,
Chris
PS Thanks for that link, BTW. No great surprise, though, that several bloggers would have a problem with the new regs…
November 18th, 2009 at 9:25 am
Thanks for the response, Chris. Just wanted to clear the air. Good blogging to you.
j
November 18th, 2009 at 10:28 am
Jess,
And to you.
Chris