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diff --git a/wired/old/published/Webmonkey/Monkey_Bites/2006/12.25.06/Thur/ms-laptop-redux.txt b/wired/old/published/Webmonkey/Monkey_Bites/2006/12.25.06/Thur/ms-laptop-redux.txt new file mode 100644 index 0000000..80e8e28 --- /dev/null +++ b/wired/old/published/Webmonkey/Monkey_Bites/2006/12.25.06/Thur/ms-laptop-redux.txt @@ -0,0 +1 @@ +In response to [yesterday's flap][1] about Microsoft sending new laptops to prominent blogs, many of those bloggers have apparently received an additional note from Microsoft today. Former TechCrunch writer Marshall Kirkpatrick [posted][2] the email on his blog:
>As you write your review I just wanted to emphasize that this is a review pc. I strongly recommend you disclose that we sent you this machine for review, and I hope you give your honest opinions. Just to make sure there is no misunderstanding of our intentions I'm going to ask that you either give the pc away or send it back when you no longer need it for product reviews.
But I disagree with Kirkpatrick's commentary, I think Microsoft did the right thing by backpedaling a little.
TechCrunch's Michael Arrington [called me out][4] on his CrunchNotes blog yesterday, accusing me of "screaming" scandal for my post on the topic yesterday. I wasn't screaming; clearly Arrington was not at the table this holiday season when my cousin announced she was dropping out of high school to become a tattoo artist. Now that was screaming.
Secondly, I don't really have a problem with what Microsoft did, my criticism is more general -- I don't think bloggers are very good about disclosing promotional materials they receive.
A few points to consider: loaning out review hardware is standard practice, returning it when you're done is also standard practice. In those cases where manufacturers don't want the hardware back, the general practice is to give it away. Microsoft's second note is spot on and how it should have been from the beginning; the machine is not a gift, but for review purposes.
And I agree with Arrington that it's a smart move on Microsoft's part to send out the machines for blogger to use when they review Vista. Vista is a radical upgrade and requires newer hardware that the average blogger probably doesn't want to buy just to write a review.
My problem with Microsoft's move is that it seemed like they were trying to pass off a review machine as swag. That it happened to be sent out around the holiday's and included a note saying "you can hold onto it for as long as you’d like," didn't help Microsoft's cause.
Large news organizations generally have firm policies about how to handle these items. For instance, here at Wired we have "no junkets, no gifts" policy. When Wired writers cover a conference, promotional event or other company-sponsored press event we go on Wired's dime not the company in question. When we get gifts such as a laptop, we use it to test whatever we're supposed to be testing and then we send it back or give it away.
It's not that we don't appreciate such gestures or that we have some Ebenezer Scrooge tendencies, these policies exist so there is absolutely no question about our motivations.
I think it's high time that bloggers came up with their own editorial policies regarding promotions, gifts and swag they receive. The thing is bloggers of the world, we like you and we want to trust you, but you have to show all your cards when you call a hand.
But in truth the ethical burden in this case was never on Microsoft's plate, as Robert Scoble [points out][3] on his blog, it's the blogger's responsibility to disclose what they were given. I like Scoble's summary and hope bloggers everywhere take note of it:
>Now, regarding blogger ethics. Did you disclose? If you did, you have ethics. If you didn't, you don't. It's that black and white with me.
[1]: http://blog.wired.com/monkeybites/2006/12/microsoft_tries_1.html "Monkey Bites on MS laptop giveaway"
[2]: http://marshallk.com/microsoft-wants-its-laptops-back "Marshal Kirkpatrick on MS laptops"
[3]: http://scobleizer.com/2006/12/27/i-think-the-microsoft-vista-giveaway-is-an-awesome-idea/ "Robert Scoble on MS laptops"
[4]: http://www.crunchnotes.com/?p=331 "Michael Arrington reads Monkey Bites?"
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