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An “open” policy online can do wonders for driving traffic and revenue. For whatever reason, many traditional media outlets have a hard time grasping this. In their minds, they want to keep visitors bottled up on their own site for as long as possible.

OK! Magazine is one media outlet that understands online marketing. Instead of trying to fight piracy, they encourage sharing by offering a limited, yet valuable amount of content.

For example, the printed edition of OK! Magazine released today (12/06/07)included a full length feature article about Nick Lachey and his Christmas plans with new girlfriend, Melissa Minnillo. Thearticle also included several exclusive photos of the couple.

To promote thearticle on their Web site, OK! posted five photos with excerpts pulled from the full article.

To further promote their story, they made it easy for bloggers to grab the photo URL and post them onto their blog. All a blogger had to do to findthe URL is right click on the photo and clickon “properties.”

The outcome was that at leastfive prominent celeb gossip bloggers decided to post the pictures. Tens of thousands of people will probably follow the links back to OK!’s Web site.

In the end, the new links and extra traffic will mean increased advertising revenue online,increased organic traffic thanks to a better google page rank and more readers enticed to buy a copy of OK! next time they are at the grocery store.

From The Go Woody Wire.