Brand-sponsored blogs have been successful because they offer legitimate content, rather than ads camouflaged as content that follows the formulas used by non-branded analogs. Urban
Outfitters has a women’s lifestyle blog something like The Hairpin or The Gloss. Degree men’s deodorant wants to compete with National Geographic, not Gillette, with its Adrenalist web
mag, “powered by Degree Men,” with articles on extreme sports, gear, gadgets and outdoor adventure. Are the writers doing real journalism or the canary-colored kind?
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