OJR ethics story on blogging for dollars

At OJR, JD Lasica looks at blogging for dollars, as in ethics of: “Just how far can marketers go in soliciting blog coverage of their products or services? Does the practice of paying bloggers to blog about a product amount to an advertorial, embedded infomercial or product placement ? and does such an arrangement violate the compact of trust between reader and writer? Or is it simply the next logical step in the blogosphere?s evolution from hobby to business opportunity? Do different rules apply to journalists who blog?”
BTW, Lasica’s bio notes that he is working with Marc Canter on Ourmedia.org, a nonprofit grassroots media effort, and that “Canter was involved in promoting the Marqui initiative in the blogosphere”.
Transparency, baby.