WeatherBug lets users pick the advertisers

In a recent Editor & Publisher column, Steve Outing says one advertising approach worth mimmicking is that of WeatherBug. The online weather service lets users select a sponsor from a list -- and that advertisement is wrapped around the content for that user. The user is prompted periodically to select a new sponsor. "That's a great strategy that could certainly be applied by news sites," Outing says. "(Imagine a newspaper site's weather page, with the visitor given an option of selecting the advertiser to be seen from among, say, an allergy medicine, a sporting good retailer, an airline, etc.) I wonder why it's not more commonly used."

May 15, 2003 | E-MAIL | SAVE | PRINT | PERMALINK | DISCUSS(0)

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