ClickZ reports that marketing services firm ElectricArtists is creating “pop-up” blogs for clients. These have nothing to do with pop-up ads. They are blogs with a set lifespan that pop up and then fade away. According to Marc Schiller, their CEO...
“The number one reason not to start a Weblog is the commitment involved. You can hire an agency to launch it, and put a team together to run it, but adding a new project that needs annual focus -- not just budget -- is difficult.”
The first ElectricArtists pop-ip blog is for the Fortune Innovation Forum, an event being held in New York later this month. It's set to expire in early December.
At CooperKatz, we have developed some similar event blogs in the past. For example, take this this event blog we launched for the Association of National Advertisers Annual Conference. We believe - when it's possible - that it's far better to leave the blog online, although be clear that it's designated for an event. The reason is Google. Why let all that Google Juice expire? That said, I don't believe what ElectricArtists approach is wrong. There's lots of gray here.
Technorati Tags: Blogs, Google, Pop Up Blogs, Pop-up Blogs
