(AP) - MARTHA STEWART LIVING OMNIMEDIA INC. -- Martha's Circle launched in
November with about a dozen food and lifestyles sites, including Apartment
Therapy, The Wednesday Chef and Style Me Pretty. Initial advertisers include
Macy's, Ace Hardware and Bank of America.
VIACOM INC. -- In February, Viacom expanded Nickelodeon's ParentsConnect
Network with the purchase of Baby Names World and other parenting sites from
Babunga. ParentsConnect also has independent Web sites such as GreatSchools.
Viacom plans additional offerings this spring, including a music ad network
anchored by MTV, VH1 and Country Music Television and one for men's lifestyles
anchored by Spike TV and Comedy Central.
FORBES INC. -- Forbes' Business and Financial Blog Network, announced
Monday, involves about 400 prescreened blogs that will start carrying
advertising sold by Forbes this spring. Initial participants include Xconomy and
Talking Biz News.
CONDE NAST -- The magazine publisher's CondeNet division, which operates
such sites as Wired and Style.com, has been selling ads for about a half-dozen
blogs on technology and fashion, including The Sartorialist. Unlike most other
networks, CondeNet considers the blogs an extension of its properties, so
advertisers pay full price regardless of placement. The blog sales began last
year.
CBS CORP. -- Television stations owned by CBS Corp. are connecting with
local bloggers to share news and advertising. Ad networks have been rolled out
in several cities, including Boston, Dallas and San Francisco, with others to
follow. The CBS effort launched last week.
MSNBC.COM -- This joint venture between Microsoft Corp. and General Electric
Co.'s NBC has created two ad networks. One is with political blogs such as
Political Wire and Outside the Beltway. The other is centered on the "Today"
show, with such women-oriented sites such as Families Online Magazine running
ads and content from MSNBC. The program, which launched in August, has more than
400 sites across the two networks. Other networks are being considered for
entertainment, travel and other topics.
THE WASHINGTON POST CO. -- The Post's Blogroll program signed up about 150
blogs that focus on business, technology, money, travel and the environment.
With a launch in November 2006, Blogroll was one of the first ad networks from a
traditional media company. Post officials decided in mid-March to shut it down,
however, because of growing competition. Existing participants are allowed to
continue.
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