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Linking to Articles That Toot Your Own Horn

I've noticed something on the 20 odd blogs I read on a regular basis and it has to do with people enthusiastically linking to articles that toot the linker's horn. In the entrepreneur blogs I read, people will routinely link to articles that will mention them in some way (I am guilty on one charge of this). In the VC blogs I read, they may cross-link to each other's entries where they both say marvelous things about the other. And it culminated yesterday reading Jeff Jarvis' blog in which he enthusiastically endorsed an article by Doc Searls. Having never seen Jeff so enthusiastic, I checked out the article. It was a great article, but it also calls Jeff Jarvis "perhaps the most important entertainment writer of our time." Hmm. I'm not saying there's something inherently wrong with this practice, I just want to point it out and put it on the radar screen...in the name of transparency.

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