One of modern media’s biggest concerns is how to make money while providing good news content. Using real-time media, some organizations – like Hearst Properties – are using paid liveblogs successfully.

The station KCCI has been especially progressive in this regard. The organization runs LiveConnect, a liveblogging series for advertisers to show off their skills and wares.

Using the outlet’s liveblogging space, advertisers have run live chats with experts, generally on health-related topics ranging from gynecologic cancers to sports nutritition. An important aspect of this is the fact that the station always notes that these liveblogs are sponsored content, thereby guarding the border between advertising and news content.

Another Hearst station, KOAT, has also been using liveblogs in the same fashion.

The outlet also brings in a lot of health advertisers with its LiveConnect segment, running Q&As and pulling in questions from readers. The real-time media aspect allows potential customers to ask questions on the spot, connecting these health-related advertisers with their markets in a new and interactive way.