Does Forbes' First Sponsored Blog Look Too Much Like Editorial? As SAP Weighs in Under AdVoice Label, Some Object

Ad Age, 11/4/10

Forbes’ website has started running the sponsored blogs it promised back in September, letting the business software marketer SAP weigh in on cyber security, corporate reorganizations and business analytics. Some observers are saying the paid posts look too much, however, like posts by Forbes’ own staff.

A “Forbes AdVoice” label appears toward the top of the SAP blog with the phrase “connecting marketers to the Forbes audience.” Clicking a “What is this?” link displays a fuller explanation: “Forbes AdVoice allows marketers to connect directly with the Forbes audience by enabling them to create content — and participate in the conversation — on the Forbes digital publishing platform. Each AdVoice is written, edited and produced by the marketer.”

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