I think he was referring to how to get them to write about a site for free. Anyone can pay to have a blog written up, so all you would need in that case is your index finger and a paypal account. If you have a website that is unique and/or newsworthy, I would send out a personalized email to bloggers asking that they take a look at your site and review it. Bloggers are always in need of content, especially if it's popular with many subscribers. You should email blogs that review similar sites and themes. Just an example, I use tons of AJAX and DHTML in my website (the content itself is not AJAX related) so I emailed ajaxian.com and asked that they take a look at my site and consider it for review. Next day my site was featured on the home page. I also emailed tons of other bloggers and got no response. There is no real art to it....as long as you make it personal and keep trying.
Very true. I ignore some of these emails that get sent to me, but not always. If a site has solid content or features and I think it provides either amusement or value to my readers, I'll at least give it a quick link, if not a full write-up. Don't ask for reviews, though, if you're running an ordinary storefront, affiliate site, etc. - only do this for sites that have some spark of originality to them.