November 2nd, 2011

'Wired' Bringing Advertisers and Its Blogs Closer Together

By Lucia Moses

It may have taken nontraditional publishers like Federated Media to pave the way for “conversational media,” in which advertisers mix more directly with the blogging community. But now premium content brands want to get in on the act.

A prominent example is Wired, which is running ad-sponsored blogs that let advertisers commingle their messages with editorial content. One that’s now on is Cloudline, sponsored by IBM. It’s edited by Jon Stokes, a Wired freelancer who’s the blog’s main contributor. But IBM has a big role in it too, with branding on the site and executives contributing posts.

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