Grammar Lessons

Readers of Gawker Media’s rollicking sports site Deadspin found a different kind of post last week. Scrolling through the foibles of sports stars, they came across one detailing a new bacon cheeseburger from Wendy’s. The sponsored piece wasn’t penned by the brand or its agency, but by Gawker’s in-house ad copywriter, and it adhered to blog style rather than that of typical ad copy.

Gawker, Federated Media, Digg and others are lending a hand with brands looking to fit into their environments without being relegated to the sidelines with run-of-the-mill banner ads.

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