My investigation into CNN's possible guerrilla marketing campaign went national today. In the past 6 hours, the story has been picked up by some little names like Wonkette, Metafilter, TechDirt, and Ad-Land. Since this story is spreading like wildfire, CNN's PR people will likely respond to my request for a denial or confirmation. My guess is that they will deny it.
Anyhow, while I wait for the verdict, I wanted to answer a question I recently received: "why does 10 spams mean anything when there are over 10 million weblogs?"
First of all, most of the blogs in that statistic are dead, and haven't been updated in years. As I mentioned earlier, these spams have targeted mid-to-high level bloggers. CNN appears to have ignored all but the top 1000 bloggers (I'm #876 last time I checked).
So we take 13/10,000,000 to 13/1000 and we have something that seems more significant. Now consider how many blogs have even discussed CNN at any length? According to Blog Pulse, CNN is mentioned on every day on average by 0.15% of the 10,032,827 blogs its identified. Read this list of the posts that Blog Pulse is using to create that statistic. I am yet to find a case in which CNN is being mentioned as anything besides a source of news.