From the creative folks at Knopf, this is the first real blogad as blog ad! Shrewdly sacrificing direct clicks for bigger blogosphere buzz, the ad text quotes/links what some leading blogs have written about the Knopf author's site. In effect, the ad is itself a mini-blog post.

Advertising guru Steve Hall posts: "Quite ingeniously, Knopf has bought their way into the word of mouth space and is, smartly, using the words of others, rather than its own, to promote the book. This approach works well on weblogs as linking to other sources is common practice."

More thinking about books, advertising and online word of mouth.