News Launches Sponsored Blogroll

Written on
Aug 18, 2006 
Sarah Novotny  |

The has launched a blog promotion program called Sponsored Blogroll, which aims to give B and C-list bloggers a taste of the’s 8 million monthly readers and help connect them with Washington Post advertisers. The Sponsored Blogroll project is the brainchild of Jeff Burkett, head of the WashingtonPost.Newsweek Interactive’s sales development team.

According to Burkett’s blog, “The idea came to me while reading ‘Blogs to Riches’ in New York Magazine back in February of this year. The article discussed the fact that it is very hard for bloggers to get noticed. Basically, all of the B-list and C-list bloggers (who may well be very talented) link to the A-list blogs in hope of getting noticed. All this accomplishes is making the A-listers more powerful, while the B’s and C’s stay where they are. It is very hard to break through the clutter.”

The Blogroll process goes like this: A blogger signs their blog up as a candidate for the program. Once a blog has been accepted, a link to it is featured in the’s Sponsored Blogroll index, and a box featuring regularly updated Sponsored Blogroll links appears on the front page. Washington Post sales reps will also contact the blogger and try to connect them with the right advertisers. Both the blogger and the Post split any ad revenue.

Burkett and the team are still experimenting to see what the response from bloggers will be. At launch, the Post has partnered with three sites: Creative Weblogging, BootsNAll and AllBusiness.

Sarah Novotny is a contributing editor at Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

Reader Comments.

I would like to link

to the the new Washington Post service., and “cross-link” if possible, whatever that means.

I think “Wattenblog” has unique and relvant material.



Posted by Ben Wattenberg | 12:39 pm on August 21, 2006.

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Posted by DinaraCrouft | 7:27 pm on April 24, 2007.

Ben – Saw your interview of Tom Wolfe today.
He’s a favorite of mine – thanks !

Posted by Oopsy | 11:08 pm on December 30, 2007.

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you are not already ;) Cheers!

Posted by tlc programs Durban | 3:57 pm on December 13, 2012.

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