Poynter Online's Mallary Jean Tenore posts on how news organizations are using social media as an advertising revenue stream, providing access to their followers and friends.

The measures from such places as the New York Times, Huffington Post and the Austin American-Statesman are seen as ways to attract small businesses with lower-cost opportunities to reach audiences.

The American-Statesman identifies its guidelines for the initiative: It Tweets twice a day, approves the content and requires that it be directive (offers, not generic brand-boasting).

The moves will surprise some people who view it as a blurring between sales and editorial functions, but the organizations involved say there is valuable learning taking place.