Posted by Tom Foremski - October 10, 2012
Jason Del Rey at Ad Age reports on Business Insider's "crazy new strategy" that it will start publishing content from advertisers (isn't that an ad?).
[BusinessInsider] ...following in the footsteps of media companies such as BuzzFeed, Gawker Media and Atlantic Media, which are moving to either supplement, or all-together replace, traditional display ad units with content that advertisers are paying to place alongside editorial content.
Certainly a crazy idea to think that the content is not an ad.
Here's more detail:
...allow advertisers to... create their own blogs on subdomains within Business Insider.
Gabe Rivera's popular Techmeme has been doing that since mid-2006. It runs blog content from sponsors on its front page within a grey "Sponsor Posts" column. Crazy Gabe was crazier a good deal earlier than all the rest.