Advertising in the item, not the bundle

If a news organization makes money by displaying advertisements on its site, how can it continue to deliver those ad messages — and continue to generate the associated revenue — in a world where people find their news in bundles created by their friends and automated services?

The RSS

This Mashable profile of Diner Connection is part of a series sponsored by Microsoft. Since the ad message and its links have been inserted in the post as the first paragraph, that message also is delivered in RSS feeds. This is how it appeared in my Google Reader.

Mashable sponsored item within Google Reader

The channel

If someone clicked on a link from their friend’s tweet to this ReadWriteWeb data visualization post, they would be met with a ReadWriteHack “channel” heavily branded by sponsor Intel. Like the example above, first paragraph includes a note about the series, along with links to the sponsor’s site.

Read Write Hack channel

The thanks

TechCrunch advertisers don’t only appear in designated ad spots on their site or within RSS feeds, they actually create blog posts like this one thanking their sponsors. The post includes two links to each advertiser, along with a short description of each company’s products or services.

TechCrunch sponsors in a single post

The stream

This one isn’t actually outside of the bundle, but shows how a publisher can integrate advertising directly into a site’s content bundle. The Mashable homepage simply displays excerpts of its posts in reverse chronological order. But injected into that stream are these posts from, and links to, their jobs site.

Mashable Jobs within a stream of content