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Monday, January 12, 2009

Brands Tap Web Elite for Advertorial 2.0

"NEW YORK Among the hundreds of journalists at the Consumer Electronics Show in Las Vegas this week there are five people producing reams of copy, photos and video about the show, new product demos and press conferences. Unlike the reporters, though, they are popular bloggers in Las Vegas courtesy of Panasonic.

The Panasonic program is one of several undertaken by brands carving out a new take on the old notion of advertorial. Rather than relying on magazines, they are contracting with influential bloggers who bring with them their own powerful distribution networks. Rather than a long-form narrative, content is fit for the Web via blog posts, Twitter updates and YouTube videos. And the key differentiator: instead of dictating the content to lead to a sale, brands typically keep their distance to maintain credibility."

AdWeek:
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