• by Laurie Petersen , April 2, 2007

In a clever original content play, Cisco is sponsoring the redesign of Slate's "The Fray."

Starting today, readers of Slate's feedback forum, which kicked off in 1996, will spend the next six weeks advising the Slate editors on how to redesign the feature. They will share ideas and vote on the outcome. An accompanying blog will feature contributions from Slate's publisher, editors, technology experts and designers.

"Redesigning 'The Fray' is an important part of strengthening our relationship with our readers," said Jacob Weisberg, editor of Slate. "Slate readers own 'The Fray,' so it is only appropriate for this to be a truly collaborative effort."

Cisco will be the exclusive sponsor of the redesign, beginning with today's kick-off announcement and running through the six-week dialogue with readers on how the section should be revamped. Cisco will continue to be the exclusive sponsor for the three months after the redesign launches.

"We wanted to find a sponsor that shared the same spirit of collaboration and conversation that 'The Fray' encourages on Slate," said Cliff Sloan, Slate publisher. "Cisco's vision of the power of the human network to transform how people communicate aligned perfectly with our goal, and as a result they've signed on as a supporter throughout the entire effort." The ads Cisco runs throughout the Fray will be designed to directly address their support of the Fray's mission: building community through communication.