Hearst Magazines will offer advertisers the opportunity to respond to readers' queries posted on Seventeen and Cosmo Girl Web sites. Such responses will be marked as paid advertising, according to this article, and Hearst Magazines plans to monitor the Q-and-A boards. "It's an opportunity for the advertiser to come in and say, 'We are the Seventeen guest expert,'" said Matt Milner, an executive at Hearst Magazines Digital Media.

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