The risk of blog naming rights still exists.

In mid-July, the number of clicks on Xu Jinglei's Sina blog broke through the 100 million mark, highlighting the commercial value of blogs. Nowadays, writing blogs can also make money; some people pay you a monthly fee for your articles. Do you believe it? This is a form of blog marketing that has recently emerged - article naming rights.

Previously, Shenzhen Asia Business Port purchased the exclusive naming rights to Liu Ren's blog, the founder of DONEWS, for an annual fee of 60,000 yuan. According to their agreement, all articles published by Liu Ren in the next year must include the phrase "This article is exclusively named and sponsored by Asia Business Port" at both the beginning and end of the article. Moreover, "Asia Business Port" must be a hyperlink, meaning readers can directly click to enter the company's website.

Asia Business Port stated that if advertisements are placed on personal blogs, they must be approved by the website, so most of the advertising fees go to the website, reducing the profits for the blogger. Naming articles involves direct payment to the author, allowing the author to gain maximum profit, which motivates the author and creates a positive cycle for brand communication. Famous bloggers have many readers and great influence. Most importantly, many of Liu Ren's readers are target customers for companies. Thus, companies can easily obtain business through naming rights. Compared to other promotional methods, naming articles offers high cost-effectiveness and is a very worthwhile promotional tool.