Brands chance losing some control to engage readers in blogs

11/3/2011 | Adweek

Brands are increasingly willing to take the risk of participating in online conversations that may lead to negative feedback, as in Wired magazine's new IBM-sponsored Cloudline blog. The site's main contributor is a freelancer for Wired, but IBM executives contribute, taking the sponsored blog concept one step beyond advertorial. "What we're really doing is trying to create conversations that engage the community," says Wired publisher Howard Mittman.

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