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Friday, August 18, 2006

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.

sponsoredblogroll.jpg
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.

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Steve,

Thanks for the post. I'll keep you updated on the results as time goes on.

Jeff

Interesting. Steve, Jeff or anyone: do the ads currently appear on some of the blogs? If so, could you point out a few examples?

Hey Steve,

Do you know if they are using a "nofollow" attribute? If not, might be a good way to get some PR juice.

Gabe, we do not currently have any ads running on any of the participating blogs yet. This is just getting off the ground from both a technology and a sales standpoint.

Christian, we are currently not using the "nofollow" attribute. Since these links are not sold I don't believe we need to.

Jeff

Steve

Sounds like a good program.

It might take time for participating bloggers to get results from it.
I signed up with both 'BlogBurst' and 'Scoopt' on the syndication side and I am just starting to see it bear fruit.

Patience is a virtue.

Have a good week-end

SERGE
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Those links, and the blogs they link to, are pretty spammy looking.

Actually it's three blog networks not three blogs, which is an interesting place to start given that most other such initiatives seem to have started with individual blogs.

I've signed up but don't know if I'll slip in under the business umbrella. Since the marketing and business I discuss is hip hop related, everybody seems to prefer it be in entertainment.

I was in Blogburst and I think I was patient enough to give it a chance but it wasn't really doing anything for me.

Of course, no one solution will work for everybody and I am glad to see a variety of experiments appearing since I would enjoy just blogging for a living!


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I can see this being a real benefit to advertisers as the network grows to more specific niches.

I'll keep an eye on it. Good luck.

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