Washington Post Launches Blogroll Ad Network

Jeff Burkett at WashingtonPost.Newsweek Interactive blogs that the WashingtonPost has launched a brand new program that helps marketers find blogs to advertise on. It's called the Sponsored Blogroll.

Basically, the way this works is that the WaPo is building a network of bloggers who want to participate in the program. Like BlogAds, advertisers can browse the network and find blogs to advertise on within their verticals. The bloggers and the Post split the ad dollars. The Post has put out a call for blogs that focus on technology, business, health, automotive and travel topics. Nevertheless, they are interested in all submissions.

However, there's more. Where it really gets interesting is that the bloggers who opt into the program don't just earn dollars but also a rotating link to their site in a special Sponsored Blogroll box that sits right on the Washington Post home page. Three blogs are already in the pilot, Jeff says. The box, below, is already on the WaPo home page in the lower right.

This is a fantastic way for a newspaper to build relationships with bloggers. Everybody wins. There are a two suggestions I offer to make this program stronger. First, the Washington Post should create a page that aggregates content from the bloggers who are participating in its network. This is similar to what Federated Media does with its tech and parenting bloggers. Second, it should find a way to make the blogroll contextual so that links to tech blogger sites show up next to relevant stories.

Beyond these suggestions, the program is a win-win all around. Kudos to the Post for giving bloggers a new way to earn dollars and traffic. That's a first.

Tags: blogroll, sponsoredblogroll, blogads, washingtonpost