Another innovative new approach to custom publishing that's just launched, through which Corante will be producing a sponsored blog around a key pillar of the marketing strategy for a company called Zero Degrees.

The blog, led by our very own Stowe Boyd and published for a specific period of time, has three leading thinkers in social software - Stowe, danah boyd, and David Weinberger - discussing issues surrounding the use and utility of technologies such as social networking applications and other collaboration / communication / community tools that are increasingly social in nature.

This is not fluff but rather a meaty and critical look at the world we're all playing in and a bold and forward-looking new approach to marketing that's being pioneered by Zero Degrees. (Looked at another way, this project could be seen as the direct online descendant of early print publishing ventures, where lengthy treatises were produced in serialised form).

We think such campaigns are going to be increasingly more impactful and effective marketing vehicles for companies looking to differentiate themselves and build respected brands, and we're thrilled Zero Degrees is willing to take the leap with us.