The blogosphere is reaching its moment of truth sooner than one might have expected — in the form of a website that offers a marketplace for bloggers willing to write about a product in return for money. What’s revealing is the discussion that follows news about PayPerPost.com on TechCrunch — comments that not only bring into sharp relief the, er, varied, attitudes about not only PayPerPost, but other blogs and websites — including TechCrunch itself.

First off, the owner of the service, Ted Murphy, adds his own comment, in which he tries to clarify what the site does and does not do: “Advertisers will post all sorts of Opportunities, from a simple “link back to this site” to product reviews with pictures. Each Opportunity will have different compensation based on the advertiser. It’s up to you to pick the Opportunities that best suit you. If it doesn’t feel right, if you don’t own the product, or if you can’t be honest we ask you to pass on the Opportunity.” As he sees it, it’s a chance for bloggers to “make a buck for all the benefit they provide to companies. Celebrities get paid millions to wear products and be seen with their favorite drink. It’s up to the celebs to choose what they wear and drink and if they are being true to the fans. If they love the product and they can make a buck at the same time everyone wins.”

TechCrunch’s Marshall Kirkpatrick is suitably horrified about the new service, which he says requires not that the payment for coverage be disclosed, but only that PayPerPost.com must approve your post before you are paid: “Is this a bad joke designed to torpedo the blogosphere’s credibility in general? It doesn’t appear to be. If we’re all trying to negotiate a space between Hollywood and mainstream journalism, this is taking things way too far towards the most insipid parts of Hollywood.”

Which is pretty much my response. Murphy’s idea is flawed for a simple reason: If you as a blogger love a product, it’s your lack of financial and professional link with the company behind that product that gives your opinion some weight. That’s why media exists — to pay a salary to people who act as a medium between company, government or individual and the public. The public buys the media product because they believe that what they’re reading/seeing/hearing has some credibility, some independence from the subject they’re covering. As soon as someone acting as a medium accepts money to promote one item, their credibility is shot, not only for that item, but every single other thing they discuss.

What is interesting, though somewhat depressing, is the range of views of those who posted comments. Several of those betrayed a very weird understanding of what mainstream media is. Juan Luis wrote: “I really don’t see any difference with real old media… Or do you really think that advertisers don´t pay for reviews and articles in all sort of magazines,newspapers, tv, radio etc… Has the blogosphere more credibility than the CNN or Car&Driver??” Another: “Do you listen the radio? If you do then you’ve probably heard this type of advertising 1,000 times per day, when the host’s voice tells you about a product or service which they endorse and love. Ever read magazines? Then you’ve seen this kind of coverage all the time– when a major advertiser spends major dough, editorial coverage is all but ensured. Obviously it’s unseemly in many regards, especially if someone is running a tech blog and the advertisers are tech bloggers. But, if this website for example had a post by Marshall or Michael saying that he refi’d his mortgage through Ditech, and he had a positive experience, and that he’s being paid to write this post, I don’t think I would have a real problem with it. Using the cred you’ve gained from blogging to endorse a product is not that awful.”

Others pointed to blog sponsorship and ads as a sign this day has already come: “Product placement is everywhere and it’s already been happening for free in the Blogosphere since its inception. The only difference is that now a handful of people will make a few dollars off it … go to almost any bloggers site and you’ll see an ad already on there, including the sponsors of this page. They pay for ads here becaise it gets traffic – and exposire is what advertisers pay for.” (Sorry, haven’t corrected all the grammar here.) Another: “Why is it ethical to put Google Adwords in your blog, and it’s not ethical to write a paid post from time to time (provided that you openly disclose at the beginning of the post that the post is advertising).”

Others pointed to the widely perceived venality of some bloggers who only write about products that they get freebies of: “And allready there are a lot of bloggers who receive gifts and products to review them.This is the same as paying, or not? Perhaps this could be a more transparent way to get relations between bloggers and advertisers.”

OK. I acknowledge there are some gray areas here, born out of the fact that bloggers need to make money, and advertising is the obvious way to do it. This is no different from old media. What is different is that there are none of the usual Chinese walls that keep editorial and advertising apart (in theory), so that journalists are not influenced by, or even aware of, the advertisers that are buying ads next to their copy. True, these lines can get blurry, especially on radio and in “advertorials”, but they do exist. Blogs that carry ads are not Hollywood stars wearing company products as endorsement; they are a continuation of MSM’s advertising. Every ad is (or should be) clearly marked as sponsorship or ad. Of course, the proof is in the pudding; Will that site be objective about that sponsoring company in its writing, and, if it is, will the sponsor see that as a betrayal of sponsorship?

In MSM, individual journalists are sought after and influenced into writing about a product, but a good journalist — hell, a real journalist — will never write anything other than a fair, detached and balanced review of the product. There is no cash in exchange for reviews in old media; well, none that I know of. If bloggers aspiring to replace old media don’t know that, they need to. Otherwise the blogosphere truly is riding to hell.

There’s another point here. The very debate about this seems to me to be different to the kind of debate we’d have seen in the blogosphere a year or 18 months ago. It’s a much more pragmatic debate now, less utopian, less principled. As one commenter wrote: “If your writing is not objective enough, people are gonna know that you’re probably getting paid, and over time they’ll be less inclined to stay subscribed to your blog: which means that in the end it’ll all balance out.” While I would have said that would have been true a couple of years ago, I’m not so sure now.