{"id":90,"date":"2005-11-25T22:07:23","date_gmt":"2005-11-25T22:07:23","guid":{"rendered":"http:\/\/www.mathewingram.com\/work\/index.php\/2005\/11\/25\/blog-ads-mainstream-appeal\/"},"modified":"2005-11-25T22:07:23","modified_gmt":"2005-11-25T22:07:23","slug":"blog-ads-mainstream-appeal","status":"publish","type":"post","link":"https:\/\/mathewingram.com\/work\/2005\/11\/25\/blog-ads-mainstream-appeal\/","title":{"rendered":"Blog ads&#8217; mainstream appeal"},"content":{"rendered":"<p>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 &#8212; 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 <a href=\"http:\/\/www.nytimes.com\/2005\/11\/25\/business\/25adcol.html?adxnnl=1&amp;emc=eta1&amp;adxnnlx=1132920917-sbgAXmAl20Ns8eMUm83ELw\">article that ran in the New York Times this week<\/a>, all about a major advertising campaign that Budget Rent-A-Car ran &#8212; something that would normally have appeared in a newspaper. <\/p>\n<p>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 &#8220;most valuable about nontraditional media like blogs is their ability to &#8216;actively engage the consumer&#8217; compared with &#8216;passive TV spots&#8217; and other traditional choices.&#8221; Plus, the Budget campaign cost about $20,000 &#8212; which wouldn&#8217;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.<\/p>\n<div class=\"syndication-links\"><\/div>","protected":false},"excerpt":{"rendered":"<p>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 &#8212; 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. &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/mathewingram.com\/work\/2005\/11\/25\/blog-ads-mainstream-appeal\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Blog ads&#8217; mainstream appeal&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crsspst_to_mathewingramblogwordpresscom":false,"mf2_syndication":[],"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-90","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/90","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/comments?post=90"}],"version-history":[{"count":0,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/posts\/90\/revisions"}],"wp:attachment":[{"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/media?parent=90"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/categories?post=90"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mathewingram.com\/work\/wp-json\/wp\/v2\/tags?post=90"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}