• by Mark Walsh  @markfwal, November 6, 2008

Martha Stewart's Christine Cook and Forbes' Jim Spanfeller agreed they don't feel the need to own the properties in their respective networks as long as they screen the sites or blogs for quality to provide a "clean well lighted environment" for audiences. "We don't own the sites in Martha's Circle and we dont think we ahve to," said Cook. "They want to be associated with us and our excited to put our logo on their sites."

But National Lampoon's Zach Posner counted that owning the sites in its network provides more flexibility to accomodate campaigns that include custom or specialized ad formats. It's easy to serve banners but it may be a little harder to skin the background (of a site)," he said. Somehow I don't think National Lampoon's Drunk University site would be a good fit for Martha's Circle.