03/28/2008 02:43 am ET Updated May 25, 2011

Monopoly's New Ad Campaign... In The Classified Section: "1935 Classic. Just Upgraded. Low Mileage. Mint Cond."...

THE parade of mainstream advertisers starting to use nontraditional media is growing almost as long as that march through Manhattan yesterday sponsored by a certain department store.

Joining the throng are the Budget Rent a Car unit of the Cendant Corporation and the toy maker Hasbro. Budget turned to blogs to promote a contest with a scavenger hunt motif, buying advertisements on 177 blogs bearing names like BuzzMachine, Gizmodo, Jossip, Largehearted Boy, Overheard in New York, Stereogum and The Superficial.

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