True/Slant is for journalists who want a platform and maybe some revenue share. An Ad/Slant is for marketers who want a platform.
On Monday, True/Slant launched its first Ad/Slants with Ooma, a provider of free telephone service; BIO, a biotechnology trade organization based in Washington, DC; and WebTrends, an Internet analytics and services company. You can see their blogs by clicking on the company names; we have to congratulate T/S for their transparency. It looks pretty good.
Founder Lewis Dvorkin explains on his blog:
At True/Slant, our T/S Ad Slants are digital versions of advertorials, paid-for advertising content that is written, edited and produced by the marketers themselves. With a T/S Ad Slant, a marketer, just like a T/S contributor or a T/S Content Partner, can fully participate in a credible news environment. In real time, a marketer can self-publish content about itself or its industry, build a community around its views and lead or join a moderated dialogue throughout the True/Slant network.
Since T/S plans on adding 250 contributors to its network in the next few months, we hope these advertorials succeed.