Editors Weblog writes that the Washington Post and the Guardian have added sponsored blog rolls to their sites.
“Although the Post hasn’t – yet – made a significant amount of money from its blog roll, Adify (which supplies the ad network technology) claims the blog roll has increased the site’s audience by more than 50%.”
In January, Washington Post invited local D.C. bloggers to participate in a blog advertising network where the Post would share revenues with bloggers from ads sold by the paper’s sales staff. Now Mediapost reports that Lufthansa has signed up as a sponsor of the travel category and Lufthansa’s ads will run on all 100 travel blogs in the network. This makes the airline the first advertiser to sponsor an entire vertical category.
Oh, this is really neat. I only wish I had written something smarter in my previous post. Washington Post publishes links to “what bloggers say” about their online articles. It’s a very clever way of helping readers get more views on a certain topic.
Update: I didn’t realize how new this initiative was. Apparently a press release about the co-operation between Washington Post and Technorati was issued just the day before my post.
“Washingtonpost.com today announced that it has partnered with blog search company Technorati to offer its readers the opportunity to view comments and opinions about washingtonpost.com articles and editorials from around the blogosphere. The service will search millions of blogs for postings and feature links to the most blogged about articles and the liveliest web discussions on washingtonpost.com content.”
The Washington Post has a story (free registration required) about how PR gurus spin news for big bucks in the UK, which touches trend number 8 in my post from yesterday.