Forbes to Run Advertiser Blogs Alongside Staff Content
This was always rumored to be in the works at True/Slant, but now Lewis Dvorkin is finally putting it into effect at Forbes. Sponsored advertiser blogs will soon run on equal footing with those of staff writers on Forbes’ website.
Advertising Age has the story:
The pitch is this: We’ll sell you a blog, and your content will live alongside that of Forbes’ journalists and bloggers. This isn’t the “sponsored post” of yore; rather, it is giving advocacy groups or corporations such as Ford or Pfizer the same voice and same distribution tools as Forbes staffers, not to mention the Forbes brand….
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