From Adweek:
“Gawker, Federated Media, Digg and others are lending a hand with brands looking to fit into their environments without being relegated to the sidelines with run-of-the-mill banner ads. The increased leeway these publishers have in crafting messages centers on the belief that they’ll resonate better than if an ‘outsider’ — whether agency or brand — tried to do it on their own.
“In many ways, the publishers are trying to pull off the same trick as magazines such as Vogue or Wired: making ads a seamless part of the content experience. The difference, publishers say, is that crafting a print ad that adheres to the style and tone of a magazine is easier for an agency to do than getting the vibe of a tight-knit community.”
