Details on Some Media Online Ad Networks

MARTHA STEWART LIVING OMNIMEDIA INC. (AP) -- Martha's Circle launched in November with about a dozen food and lifestyles sites, including Apartment Therapy, The Wednesday Chef and Style Me Pretty. Initial advertisers include Macy's, Ace Hardware and Bank of America.

VIACOM INC. - In February, Viacom expanded Nickelodeon's ParentsConnect Network with the purchase of Baby Names World and other parenting sites from Babunga. ParentsConnect also has independent Web sites such as GreatSchools. Viacom plans additional offerings this spring, including a music ad network anchored by MTV, VH1 and Country Music Television and one for men's lifestyles anchored by Spike TV and Comedy Central.

FORBES INC. - Forbes' Business and Financial Blog Network, expected to be announced Monday, involves about 400 prescreened blogs that will start carrying advertising sold by Forbes this spring. Initial participants include Xconomy and Talking Biz News.

CONDE NAST - The magazine publisher's CondeNet division, which operates such sites as Wired and Style.com, has been selling ads for about a half-dozen blogs on technology and fashion, including The Sartorialist. Unlike most other networks, CondeNet considers the blogs an extension of its properties, so advertisers pay full price regardless of placement. The blog sales began last year.

CBS CORP. - Television stations owned by CBS Corp. are connecting with local bloggers to share news and advertising. Ad networks have been rolled out in several cities, including Boston, Dallas and San Francisco, with others to follow. The CBS effort launched last week.

MSNBC.COM - This joint venture between Microsoft Corp. and General Electric Co.'s NBC has created two ad networks. One is with political blogs such as Political Wire and Outside the Beltway. The other is centered on the "Today" show, with such women-oriented sites such as Families Online Magazine running ads and content from MSNBC. The program, which launched in August, has more than 400 sites across the two networks. Other networks are being considered for entertainment, travel and other topics.

THE WASHINGTON POST CO. - The Post's Blogroll program signed up about 150 blogs that focus on business, technology, money, travel and the environment. With a launch in November 2006, Blogroll was one of the first ad networks from a traditional media company. Post officials decided in mid-March to shut it down, however, because of growing competition. Existing participants are allowed to continue.


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