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If you happen to run into a newspaper editor or publisher and they look a little dazed, or seem to be frantically checking over their shoulders, they have good reason — the interactive Web and specifically Web advertising (which grew by about 34 per cent last quarter) are creeping up on them with ever-increasing speed. If you want to rub it in, just show them an article that ran in the New York Times this week, all about a major advertising campaign that Budget Rent-A-Car ran — something that would normally have appeared in a newspaper.

And where did it appear instead? On about 177 blogs, including Gizmodo.com and Buzzmachine.com. The guy in charge of the campaign, Scott Deaver, said that what is “most valuable about nontraditional media like blogs is their ability to ‘actively engage the consumer’ compared with ‘passive TV spots’ and other traditional choices.” Plus, the Budget campaign cost about $20,000 — which wouldn’t buy you much in either a newspaper or on television. Budget chose the blogs by searching Technorati.com for blogs that got a lot of traffic and were updated regularly.

About the author

Mathew 2430 posts

I'm a Toronto-based senior writer with Fortune magazine, and my favorite things to write about are social technology, media and the evolution of online behavior

One Response to “Blog ads’ mainstream appeal”
  1. Interesting post. Appreciate it as I have seen something new now.
    Can I use this info on my blog using the direct link to your blog? Thanks in advance

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