• ClickZ, Wednesday, December 28, 2005 10:01 AM

Time Inc. is now making formerly premium content available for free on its Web site, but only after users agree to sit through several pages of interactive sponsorship materials from a single advertiser. The Time Warner company decided to test the idea for its highly anticipated "Person of the Year" cover story; it used technology from Ultramercial forcing users to watch a multilayered Chrysler ad before giving them access to the story and the magazine's database of past articles. If the strategy is successful, Time said it plans to use Ultramercial's technology again with future cover stories or other content currently only available to subscribers. Ultramercial also serves ads to online publication Salon, allowing users to view a day's content for free after viewing an ad.

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