The Time Warner network just signed Orbitz as its first-ever blog sponsor. The travel company will advertise around Anderson Cooper's blog which appears at CNN.com. The sponsorship is due to kick off this weekend and run through to September 2007. Mr. Cooper's online web diary contains snippets of that day's news along with details of the planning process around his show "AC 360," which airs at 10 p.m. EST.
Terms of the deal were not disclosed, but the agreement includes on-air integration with billboards directing viewers to the site.
Nearly 21 million views
Mr. Cooper's blog, which launched last January, has generated 20.9 million page views or an average of 1.7 million page views per month, according to data from CNN Research conducted by Omniture SiteCatalyst.
The Fox News ad skewering Mr. Cooper was placed following comments Mr. Cooper made on-air about Fox News' inability to fact check a story about Barack Obama's schooling. According to a "Page Six" item in the New York Post, CNN is set to deliver a response to the Fox News ad next week. CNN did not return calls seeking comment on its plans.