General Mills

Blogs: My Boys and Me, Shake the Salt, and hundreds of others.

Payoff: General Mills (GIS) recently began working with mom-friendly blog network MyBlogSpark to offer coupons and samples to its bloggers. So far the program has resulted in some 5 million visits to postings about General Mills products.

Disclosure: The consumer goods company doesn't ask bloggers to disclose the arrangement. Bloggers are asked to contact MyBlogSpark before writing anything negative.