CollegeHumor site finds ad niche in sponsorships

By Michele Gershberg

NEW YORK (Reuters) - CollegeHumor.com's founders want to help their audience members fulfill "their stupidest wish ever" -- maybe a machine to dress them in the morning or a chute from their bedroom to the front door.

The idea, which is still in development, is a hallmark of the site's wacky humor, but also a new advertising strategy that lets sponsors build stronger ties with young men by catering to their tamer dreams.

Its success will be one of several segments key to the growth of its parent, Internet conglomerate IAC/InterActiveCorp, which plans to spin off four of its businesses this year and focus on Web advertising and media.

CollegeHumor co-founder and editor-in-chief Ricky Van Veen said the online ad model for sites like his own had completely changed in recent years. Advertisers used to buy standard online formats, like banner ads, then ask the site to drum up something creative to add a little punch.

"Now advertisers won't even talk to you unless you have a great topline idea, something cool," Van Veen told Reuters. "They use the banners and the rest of the stuff to support the deal."

CollegeHumor has built sponsorships with ad partners such as Sprint Nextel Corp, Doritos and Procter & Gamble's Old Spice brand.

One of the biggest audience responses came from a partnership with Unilever's Axe, a maker of men's body washes and deodorants, which invited users to submit a clip for the "World's Dirtiest Film" contest. The site drew more than one million visitors.

In its newest partnership, the site is offering a paid summer job for an aspiring comedy writer in a contest open to college students, with expenses covered by Virgin Mobile.