Unobtrusive ads in the land of pop-ups

November 18, 2010 § Leave a comment

While The Daily Beast is a fairly large Web site, it is not dominated by ads like other sites are. The ads are not dominating the front page of the site, instead they are dispersed with the content. In the slideshow of the top stories of the day, there is ad for Credit Suisse between headlines about Kate Middleton and the White House press secretary.

When the ad is clicked on, it is links to an advertorial about the female executives at the company. It is listed that it is written by The Daily Beast Promotions and is an example of a publication using advertiser-supported content to make money. While the ad is in the middle of the slideshow, it is clearly listed as “sponsered” content and can’t be construed as an independently reported story.

After getting into some of the other features on the site, the ads are more prevalent. On the “Cheat Sheet,” there is an ad for MasterCard. The same ad appears above the politics section. Another MasterCard ad appears amid the slideshow of the content in this section too. There are also a few ads for GE. For the most part, the ads are unobtrusive and are at the top of the section or separated from the content enough that they don’t detract from it.

When you click “Advertise” at the bottom of the page, a link to the wide variety of ads the site offers is launched, but prices aren’t listed, just a contact for advertisers.

While you can register on the site to comment and receive daily news e-mails, The Daily Beast doesn’t require paid subscriptions or offer content exclusive to those who register.

There is also a free downloadable iPhone app, which features all of the site’s content and a special version of the “Cheat Sheet.”

All in all, the site appears to make money from ads, which are actually quite discreet.



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