IBM has struck a deal with the website for "Wired" magazine to sponsor a blog on cloud communications that will blend editorial content with content coming from IBM executives. The "Wired" blog is part of a broader trend in businesses looking to marry their messaging to popular media brands, experts note. "We’re not creating push-style content; what we’re really doing is trying to create conversations that engage the community," "Wired" publisher Howard Mittman said.

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