Blogging and Sponsorship and Openness

Jane_the_Great writes "In an article in the Wall Street Journal it is "revealed" that during the 2004 primaries, the Howard Dean campaign hired bloggers hoping that positive things would be said of Dean in the blogs. The news is from the horse's mouth." It's hard to believe that the WSJ is equating prominently disclosed campaign consulting with secret payments from the U.S. Government treasury to TV personalities in order to promote Republican policies, but they are. (Obeying media rule #1, "Both sides are equally bad", even if they aren't.) Nevertheless, there's an interesting, deeper issue: how transparent should blogging (and all media) be? How could transparency possibly be enforced?