Last night Michael Arrington reported that sponsored blog review network PayPerPost would be acquiring Performancing, a blog advertising network. Arrington also noted that:

The popular Performancing Firefox blog editing plugin is not being acquired, and will be spun off into a new brand.

This set off quite a bit of talk in the blogosphere especially due to Performancing’s close ties to ReviewMe (Patrick Gavin is a co-founder of both companies). Leading to comments like this:

Why would the parent company of ReviewMe sell a large blogging network to their rival PayPerPost? Seems like an idiot move.

This morning Performancing founder, Nick Wilson, made some short statements to lend a bit of clarity. First on Tony Hung’s blog:

I wont be staying on Tony. We’ll be moving our ad network and blog editor to new domains and rebranding them as seperate entities.

Then on Threadwatch (which Nick also started and later sold):

more news to follow but the short story is that i’ll be rebranding the partners ad network and the blog editor in the new year and have one more idea im working on (i say working on, i mean trying to work out who’ll fund it heh!)

Perhaps Nick’s own statement in his part of the 5 things meme is most telling as to why:

I have a very short attention span for projects. I get bored very easily and have found the only way to do anythng past a year, is to keep rolling out ’sub projects’ to keep my interest level up.

While I was typing this I see that Nick has also posted an update on his own blog where he reiterates the statements above and states:

We’re all very excited about the deal. It gives Metrics a chance to truly flourish, and the community an opportunity to grow and continue to discuss the business of blogging.

To Nick and the rest of Performancing best of luck and congrats. We all look forward to see what you do next!

Update : PayPerPost has issued a press release on their blog with some further details and one interesting proposition:

In the spirit of maximizing value for existing Performancing members, PayPerPost has created an ad opportunity at PayPerPost.com specifically for existing Performancing Metrics members to review the Performancing Metrics and Performancing Exchange platforms on their blogs and get paid for doing so.

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