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

Comments

[Jeff Burkett]

Steve,

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

Jeff

[Gabe]

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

[Christian Cadeo]

Hey Steve,

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

[Jeff Burkett]

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

[Serge Lescouarnec]

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
Biz:
http://www.njconcierges.com
Blog:
http://www.njconcierges.com

[Matt]

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

[Clyde Smith]

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!

[Maj Majondra]

Rain Accessories, belts, bags, coats and lots more visit our factory and website to view the large range of products and accessories.

[mya]

Computer Reseller, Assmebler, AMC Software, Laptops, All Related To Computers

[Dubai stock]

Dubai Stock Exchange investor guide. Grow your business and invest money in good business. DubaiStock.Info your guider to make more money daily.
http://www.dubaistock.info

[abhishek kumar]

If you can type an Ad... You can do this! WORK AT HOME! All you have to do is Type Ads on FREE Sites that we provide! That's it! You are paid ad placing commission and recruitment commission. Visit: http://onlineadtypingjobs.com/refid.asp?aagupta_01 OR mailto : aagupta_01@indiatimes.com

[ab]

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.

[sanabil]

"We are hiring home based workers to complete simple online Projects".Join today Please visit:
http://www.clicknearn.net/affiliate/affiliate.php?id=261&group=2

[sanabil]

"We are hiring home based workers to complete simple online Projects".Join today Please visit:
http://www.clicknearn.net/affiliate/affiliate.php?id=261&group=2

[Amir Shahzad]

Hiring home based workers (301)
Clicknearn.net is hiring Ad Placers and Easy Typist world wide. Join today at Please visit:

http://www.clicknearn.net/affiliate/affiliate.php?id=301&group=6

[Amir Shahzad]

Hiring home based workers (301)
Clicknearn.net is hiring Ad Placers and Easy Typist world wide. Join today at Please visit:

http://www.clicknearn.net/affiliate/affiliate.php?id=301&group=6

[JOHN]

General Network HSDPA / GSM 850 / 900 / 1800 / 1900
Announced 2007, February
Status Coming Soon
Size Dimensions 132 x 57 x 20 mm, 140 cc
Weight 210 g
Display Type TFT, 16M colors
Size 800 x 352 pixels
Second external 16M colors display (240 x 320 pixels)
Full QWERTY keyboard
Downloadable themes
Ringtones Type Polyphonic (64 channels), MP3
Customization Download
Vibration Yes
Memory Phonebook Yes
Call records Yes
Card slot microSD (TransFlash), hotswap
128 MB shared memory
330 Mhz ARM processor
Data GPRS Yes
HSCSD Yes
EDGE Yes
3G HSDPA, 3.6 Mbps
WLAN Wi-Fi 802.11b/g
Bluetooth Yes, v2.0
Infrared port Yes
USB Yes, v2.0, miniUSB
Features OS Symbian OS v9.2, S60 rel. 3.1
Messaging SMS, MMS, Email, Instant Messaging
Browser WAP 2.0/xHTML, HTML
Games Yes + Java downloadable
Colors Red, Mocha
Camera 3.2 MP, 2048x1536 pixels, autofocus, video(VGA 30fps), flash; secondary QCIF videocall camera
GPS receiver (built-in maps)
Push to talk
Video calling
Java MIDP 2.0
MP3/M4A/AAC/eAAC+/WMA player
FM radio
Voice command/dial
PIM including calendar, to-do list and printing
Document viewer
Photo/video editor
Integrated handsfree
Battery Standard battery, Li-Ion 1500 mAh
Stand-by Up to 330 h
Talk time Up to 5 h

[kalyan singh]

Company is now hiring home-based workers. Worldwide Position Open. Visit: http://www.onlineadtypingjobs.com/ AND mailto: Your mail id. compuchain_begusarai@yahoo.com

[kalyan singh]

Company is now hiring home-based workers. Worldwide Position Open. Visit: http://www.onlineadtypingjobs.com/ AND mailto: Your mail id. compuchain_begusarai@yahoo.com

[surabh]

100’s of tractors in stock on. A wide range of products of varied quality and price.

[mary]

I am Mrs Mary Martinez of Alan Loan Company.We are government approved and certified lenders. We do offer loans ranging from personal to industrial loans to interested persons or companies who are seeking financial aid at a negotiable interest rates sometimes as low as 5%.Why should you be suffering in silence when you have an opportunity to clear your dept,start or boost your business with a loan from our company.so apply for a loan now. Interested persons should contact us via this email addresses;mary_martinezloan@yahoo.com

Regards,
Mrs. Mary Martinez.

[mary]

I am Mrs Mary Martinez of Alan Loan Company.We are government approved and certified lenders. We do offer loans ranging from personal to industrial loans to interested persons or companies who are seeking financial aid at a negotiable interest rates sometimes as low as 5%.Why should you be suffering in silence when you have an opportunity to clear your dept,start or boost your business with a loan from our company.so apply for a loan now. Interested persons should contact us via this email addresses;mary_martinezloan@yahoo.com

Regards,
Mrs. Mary Martinez.

[munib]

Paid per ad typed PLUS commissions.(352)

Make Extra Cash At Home Typing Ads for Companies. Work Part/Full-Time. Earn $100s Weekly. Register Online Today! You are Paid per ad typed PLUS commissions. Sign up Today at http://www.clicknearn.net/idevaffiliate/a/352.php?page=6

[ayaz]

Real At Home Jobs, Real Pay! (331)

Real At Home Jobs, Real Pay! How long do YOU think that it took me to type this Ad? Imagine if I used copy & paste? Imagine that I am paid for EVERY AD that I TYPE? YOU CAN DO THE SAME. FIND OUT HOW: Please visit :- http://www.clicknearn.net/idevaffiliate/a/331.php?page=9

[Symbian]

They can't compete with AdSense anyway.
Symbian,
Symbian Corner

[ayaz]

Make $500 or even $1000+ per week with 15 minutes of your time ! With my new & proven "Clicked Cash" - System! Home Workers Needed ! Full training provided, no previous experience is necessary. Full or part time positions available. Visit us at:- http://www.clicknearn.net/idevaffiliate/a/331.php?page=10