Forbes.com is experimenting with an ad placement technique from Vibrant Media in San Francisco that puts links to advertisers' sites directly into the text of stories. Some publishers worry the strategy might erode the traditional separation between journalistic content and advertising. But Jim Spanfeller, president and chief executive at Forbes.com, said "We want to be trailblazers, whether from an advertising standpoint or an editorial standpoint" and added that the practice will end if readers express confusion or disapproval.

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