Paste, the Decatur, Georgia-based music magazine, today announced the launch of an online advertising network—“Paste Nation”—that it hopes will entice advertisers to spend their marketing dollars in a single ad buy.
The network of 14 “tastemaking” sites covering music, film and culture includes influential music blogs Brooklyn Vegan, Largehearted Boy and Aquarium Drunkard, social networks Virb and Spout, PopMatters and the Web site of Seattle’s KEXP radio station.
According to Paste publisher Nick Purdy, the network’s combined traffic averages about 4.3 million visitors per month and 28 million page views. The network has already brought in large, music-friendly accounts such as Google, Apple, Microsoft Zune, Dr. Martens and Southern Comfort, as well as Live Nation and Universal Music.
In exchange for inclusion in Paste’s network, the sites will get exposure and a share of the revenue, Purdy said. (Paste takes a 20 percent commission for ads sold across the network.)
Purdy says Paste Nation may eventually add additional sites to the network, but will do so slowly. "We won’t go adding willy-nilly," he said.
Paste joins a growing number of publishers experimenting with niche ad networks large and small. In April, Cygnus Business Media, Nielsen Business Media, Reed Business Information and McGraw-Hill launched an online advertising network to leverage their combined traffic for marketers. Earlier this year Forbes launched an ad network comprised of about 400 financial blogs. And Condé Nast, Viacom Inc., CBS Corp. and other major media companies also have unveiled topic-specific ad networks to lure advertisers that want to buy more ads than any single site can sell.