It has been a few months since we first announced our intention to start a new kind of advertising network. I know that we have been rather silent since then and am really excited that we are launching this blog.
First of all, thanks to all of the blogs that said great things about our idea. The buzz you generated prompted over 1,200 other bloggers to apply for the program to date. We are stunned by the response and are now focused on living up to the expectations expressed.
The initial idea for the program had two main benefits for bloggers:
1. Monetization - Help bloggers better monetize their blogs by having our large team of online ad reps sell their ad space and then share that revenue.
2. Readership - Provide exposure to the members by promoting them on a rotational basis on the homepage of washingtonpost.com.
As we were building this out, we discovered a few more benefits that I want to highlight now.
1. Optimization of existing ad space - Members will not need to add new space on their blogs to accept our ads. The technology that is powering the program will help members get more out of the ad space that currently exists on their blog.
Here is an example: Lets say that your blog has a 160x600 ad space running Adsense and it earns you an average effective CPM of $1.50. You will tell the Blogroll system that $1.50 is your threshold for this space and therefore we will only serve our ads in that space if it earns you more than that. Otherwise, your Adsense serves as normal. There is no risk on the part of the member.
There is technology out there already that allows you to do this, but our system will make this much more simple and easy to manage. Members will also have the ability to approve or reject all ads before they go live on their blog. No worries of irrelevent or inappropriate advertisers showing up...members have full control over what displays on their blogs.
It is also important to note that the system will support rich media in addition to standard image and text ads.
2. Blogroll Member Directory - We are building out a directory of members that will be linked from the washingtonpost.com homepage. It will display all members and organize them by their topics.
3. Self Service Storefront - In addition to our reps selling ad space, members will also have a self service storefront for the sale of any or all of their ads. This storefront will accept credit card, PayPal and other forms of payment. Buyers will be able to buy ads on your blog directly or can buy across an entire category of blogs. Again, members will have full control to approve or reject each ad before it runs.
If you are a blogger and would like to apply for the program, please do so here.
Comments (12)
I already applied, and I hope I'm accepted.
If Dan Froomkin says I'm a cool guy, does it give me an edge? :)
- Robin
Posted by Robin 'Roblimo' Miller | December 6, 2006 5:54 PM
Posted on December 6, 2006 17:54
Wow I can't wait till I am accepted it's nice to know that my favorite newspaper is finally rolling this out.
Thank you
Posted by Diddy1 | December 6, 2006 5:59 PM
Posted on December 6, 2006 17:59
This sounds great - especially since Washington Post is behind it. I was disappointed with Performancing - perhaps this is a better alternative.
V
Posted by Vinny Lingham | December 6, 2006 6:08 PM
Posted on December 6, 2006 18:08
I didn't know the Internet was short on ad space.
Did you ask Google if they are OK with you swapping in/out AdSense code like this? Sounds like a TOS problem waiting to happen.
I think your idea needs more explanation.
Posted by PJ | December 6, 2006 6:15 PM
Posted on December 6, 2006 18:15
To whoever it may concern:
Will this new "alternate" ads feature be supported by people running their blog under the blogger platform?
Cheers,
Kiltak [GAS]
Posted by [GAS] Tech. News | December 6, 2006 8:00 PM
Posted on December 6, 2006 20:00
Hi Jeff,
Good to hear from you guys. Please keep us posted on the approval process.
Like everyone else, I would love to see my blog included. But then I am too stubborn to change my "style" just so my beloved WaPo will include my blog. I suppose I will just hope what I blog is "good enough". Will see.
Cheers,
Kempton
Calgary, Canada
Posted by Kempton | December 6, 2006 8:49 PM
Posted on December 6, 2006 20:49
I want to take a minute to address PJ's comment above about Terms of Service and the swapping in and out of different ad codes, which we promote as a benefit of the program in this post.
Sophisticated bloggers and websites are doing this today. It is very common. Everyone is free to optimize their ad space, but in the past it was just too difficult for the average blogger to figure out technically. Our platform makes this very easy for anyone to set up and that is what we are promoting.
There are some networks for bloggers that want to OWN your ad space exclusively, but I hear that very often space goes unsold. Our attitude is, use our system to manage your ads and if we don't sell it out then the system will serve whatever else you want to run there.
Also, I am only using AdSense as an example, since it is so popular. This can be done with any of the providers out there.
Posted by Jeff Burkett | December 7, 2006 10:29 AM
Posted on December 7, 2006 10:29
Right on, Jeff. If we own the ad space on our sites, that means we can do whatever we want with it!
The WaPo has done some innovative things in integrating new and "old" media. I think the Blogroll is another brilliant example of that.
One idea that would be interesting is if you guys had a "localized" category for the blogroll too. This might include individuals, businesses, and other bloggers who are located in the greater Washington D.C. area. I'd imagine you could cross pollinate them into other categories (e.g., technology, culture, etc.) but considering many of us use the paper to find local events and other D.C. happenings, that could add some real value.
Posted by Ken Yarmosh | December 7, 2006 10:51 AM
Posted on December 7, 2006 10:51
Kiltak,
The answer to your question is yes. If you have the ability to go into your blog publishing platform and paste some simple code into your templates, then you will be able participate in all of the benefits.
Blogger, Typepad, Word Press....the list goes on forever!
Jeff
Posted by Jeff Burkett | December 7, 2006 11:51 AM
Posted on December 7, 2006 11:51
When will I get the approval letter?
Am eager man....it has been 2 days already!
Posted by Salman | December 8, 2006 8:20 PM
Posted on December 8, 2006 20:20
Hi folks, will your support team be answering any emails anytime soon? :-) And may I suggest that you run a rotating Featured Blog in the blogroll box, so as to introduce the blogger members to the readership of the Washington Post - a kind of 'behind the scenes' thing?
Posted by NP | December 15, 2006 7:38 PM
Posted on December 15, 2006 19:38
Have there been any updates to this, Jeff?
Posted by Jonathan | February 28, 2007 5:26 PM
Posted on February 28, 2007 17:26