Lufthansa First Category Sponsor In Washington Post Blog Network

Lufthansa signed on as travel sponsor in the WashingtonPost.com's Sponsored Blogroll program, making it the first advertiser to sponsor an entire vertical category.

Blogroll is a network of B- and C-list blogs linked from the WashingtonPost.com home page. It launched in August and started carrying advertising in December.

Lufthansa's ads will run across all 100 travel blogs on WaPo's network, including This Non-American Life, LasVegasLogue.com, ParisLogue.com, MoreThanPoints.com, and BaliBlog.com. The placements are standard display ads.

The Sponsored Blogroll program is part of a continuing push into the blogosphere on the part of WashingtonPost.com.

In September, the site began linking readers to Technorati to search for blog posts about its stories. Later that month it signed the prominent opinion journalist Andrew Sullivan as a guest blogger.

advertisement

advertisement

Last month, the site sealed a partnership with politics blog RealClearPolitics.com to provide a daily feed of opinion, commentary, polls and analysis from around the Web.

Ads on the Sponsored Blogroll network are powered by ad serving technology firm Adify's "Build Your Own Network" platform.

Next story loading loading..