Co-opting the bloggers

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Media Business, 10/14/10 is experimenting with an innovative, if straightforward, way to generate revenue from blogs.

It’s going to charge the bloggers.

In’s new AdVoices program, bloggers are corporations that will be charged for the privilege of posting blog entries on the site. In a program that is expected to officially debut later this year, hopes to sign five to 10 corporations on a quarterly basis to post blog entries on the site.

“This isn’t advertising,” said Kevin Gentzel, chief revenue officer at Forbes. “This is storytelling. This is thought leadership. This is deeply engaging the user or the reader in a different way.”

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