Fayerwayer es uno de los blogs más populares del mundo hispanohablante en temas de gadgets y tencología. Su fundador, el chileno Leo Prieto, tiene una anécdota que nos puede dejar varias enseñanzas a la hora de pensar los criterios que definen el manejo de la publicidad en nuestros sitios.
Prieto comenzó el blog en 2005 con la idea de ir más allá de los comunicados de prensa publicados por muchos medios que cubren asuntos de tecnología. Él y sus colaboradores comenzaron a someter a los productos a pruebas para luego escribir reseñas extremadamente francas, dejando claros sus defectos y virtudes.
Su atención se enfocaba en dos temas descuidados por la mayoría de los medios: la programación en Linux y los productos de Apple Computers. A la vez, Fayerwayer tendía a despreciar los productos del gigante del software Microsoft.
En dos años ya habían logrado casi un millón de visitas al mes. Hoy, tienen 2.6 millones de visitas mensuales.
De hobby a business
Con este éxito Fayerwayer comenzó a atraer el interés de empresas que querían comprar publicidad para promocionar sus computadoras y otros productos relacionados.
Una de eses empresas, sorpresivamente, fue Microsoft, que pocas veces salía bien librada de las críticas de Fayerwayer. Por iniciativa propia, Microsoft compró una presencia en el blog por tres días.
Después de un gran debate interno en Fayerwayer, el consenso fue publicar los anuncios por razones prácticas y también éticas, entre ellas, la libertad de expresión. Los anuncios provocaron una reacción negativa de la audiencia leal del blog.
Los reclamos fueron creciendo hasta el punto de que Prieto debió responder con una carta a los lectores. En ella, Prieto defendió el derecho de Microsoft de publicar su propio mensaje, aunque reiteró las críticas a sus productos.
Con este hecho, parecía que la inesperada y extraña relación entre Fayerwayer y Microsoft había llegado a su lógica conclusión.
Sin embargo, pasaron algunos meses y Microsoft decidió recomenzar su campaña en Fayerwayer. Para Prieto la historia demuestra que un medio no debe sacrificar su independencia editorial para captar a un anunciante.
Cuando un medio de comunicación ha ganado el respecto del público, un anunciante se da cuenta de la importancia de tener una voz en la conversación acerca de la industria.
A veces, una nota provoca la indignación de un anunciante, e incluso retiran su publicidad. Pero la verdad es que hay ciertos medios tan importantes para los anunciantes, que ellos sienten la necesidad de estar allí, aun si de vez en cuando reciben una bofetada en los artículos.
Nota: Prieto contó esta historia durante Mediafabric, una conferencia sobre el periodismo digital en Praga en octubre.
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