Joseph Jaffe did it. He developed an integrated sponsorship deal with the U. S. Postal Service centered on Jaffe's blog. The deal bundles an online component including Podcasts, plus print ads, along with what looks like a subscription-based model for Deliver Magazine that may lead to other content for Jaffe, as well. This deal confirms my commentary from last week where I forecast this shift. Bloggers are a savvy, hearty bunch. They will pioneer more than just editorial content, they will break new trails in advertising and sponsorship models, as well. Cool deal, Joe.