CNET Adds Topical Blogs

Technology reaches into all aspects of modern life, including parenting, sports, politics, and green living. Those themes and others are included in a new crop of 14 topical blogs created by CNET and authored by 18 industry experts.

“CNET has embraced the blog format already with homegrown blogs,” Kelly Morrison, director of content development at told ClickZ News, referencing Crave, CNET’s gadget blog; and Webware, a blog serving the Web 2.0 space.

“The format has been successful and we realize that blogs are a way to expand the conversation beyond our own editorial opinion. It broadens and deepens our content and adds new opinions that may or may not be CNET opinions,” Morrison said.

New blogs include The Open Road; The Digital Home; Media Sphere; Sports Tech; Surface: A Design Blog; The Web Services Report; and Digital Noise: Music & Tech. CNET recruited experts to author the blogs, including radio personality Ronn Owens for mobile phone blog Ronn’s Cellular Obsession, and parenting author duo Amy and Michael Tiemann to discuss their experiences in child rearing and tech. Each blogger receives incentives to drive traffic, though according to CNET cash payments are second to the status and promotion many bloggers receive for themselves and their businesses.

“We’re letting our blogers talk about what they do outside of CNET,” said Morrison. “Some own Web sites and businesses. Getting their name out there has proved more attractive to some than money.”

The blogs and the main index page will carry standard IAB units, including rich media executions. Sponsorship opportunities are also available. CNET does not plan to run advertising in its RSS feeds.

While ads can be sold across the CNET network, special interest topics may create opportunities for advertisers to target certain groups. For instance, the company may bundle ad inventory on its new parenting blog with a media buy on CNET’s Urban Baby property, which CNET acquired last year.

“There are a lot of opportunities to carve out individual blogs, and groups of blogs, with similar topics to sell independently to advertisers,” Morrison said.

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