The Blogroll is a unique service for bloggers created by the advertising team at Washingtonpost.Newsweek Interactive (WPNI). Blogs partnered with WPNI are given a rotating spot on the washingtonpost.com homepage, and are given the opportunity to accept ads from WPNI advertisers. Partner blogs will also be a fixture in our regularly updated Blogroll Directory, which lists all members based on their category.

BENEFITS

For Bloggers:

Increased Revenue - Our online ad reps, who have strong relationships with agencies and clients around the world, will sell the Blogroll members’ ad inventory as an extension of ads sold across WPNI. This relationship is completely open and transparent—bloggers can keep their existing ad relationships and will display ads that WPNI sells only if they earn the member more revenue. You can find more about this benefit under "Optimization of existing ad space" in this post.

Exposure to New Readers - All Blogroll members get rotated into a promotional space on the homepage of washingtonpost.com, with the potential to be seen by the millions of visitors who visit washingtonpost.com. As the program grows, additional promo space may be created in other places and potentially across other WPNI sites, Newsweek.com, Slate.com and BudgetTravelOnline.com.

For Advertisers:

Blogroll is an efficient method for advertisers to reach the blogospheres' affluent, educated, young, hip and tech savvy audience. WPNI has made it easy for advertisers to buy IAB standard ad units on individual blogs or across valuable categories of blogs like Travel, Technology, Business, Health, Auto and Politics. While there are many options for advertisers to work with blogs today, the Blogroll strives to be the most scalable and efficient method. Combine this with our experienced, professional advertising team and you have an unbeatable solution.

For Readers:

The Blogroll Directory and the Blogroll Index on washingtonpost.com's homepage are both useful resources for people to discover quality blogs that they may not have found otherwise.

If you are a blogger and would like to apply to join, please do so here.