Some say that John Battelle's Federated Media is just another ad network, but their launch of a Holiday Gadget Guide shows that they think much bigger (and more creative) than that. According to the Press Release, 10 FM authors will contribute to the blog, which is sponsored exclusively by Best Buy.
I think this is a great idea. FM is leveraging their authors talent to create a more specialized experience for an advertiser. It creates additional ad impressions to sell and, having ten high authority blogs linking to one place, this site will be a search engine magnet for holiday shoppers seeking advice.
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