Philly.com begins selling sponsorship for its tweets

Philly.com, the online side of the Philadelphia Inquirer and Daily News, is experimenting with selling sponsored tweets. Some standard tweets sent every day, with top stories or weather, end with a “brought to you by…” sponsor line.

Sarah Schmalbach, paid digital content manager for Philadelphia Media Network, told a session at the Newspaper Association of America conference Wednesday morning that “we didn’t get any negative feedback” from followers, and that the sponsorship was bundled with a larger print advertising purchase by Xfinity.

Selling advertising in news tweets is unusual, but not unique. The Austin American-Statesman has let advertisers pay for tweets for a couple years now.

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