Advertising on blogs and in RSS has gone mainstream but remains a bit of a patchy proposition.

Early this year I was approached by John Battelle and asked to be one his new firm’s authors in a group of blogs related to small business. I accepted because, well, John Battelle has some serious cred, but thought little of the potential advertising. (List of Federated Media’s Authors)

What I have since discovered about working with Federated Media is best summed up in Battelle’s press release announcing his company’s new online ad management system.

“Nearly two years ago, while researching my book, I came up with an idea about online media, based on an author-driven world where publishers acted more like partners, and less like bosses, and where talent – that’d be our authors – might find a way to be supported in their valuable work. That idea turned into FM.”

Congrats to John and all of Federated Media on the next big step forward – if the above sounds like an approach that makes sense – go talk to them.