Photo by blogancircle.

Though the Washington Post’s paywall launched today, the paper is still exploring other options to increase revenue. Options like, say, letting organizations pay to respond to an editorial they may take issue with.

This morning, WaPo announced its new online advertising initiative entitled “Sponsored Views,” which allows organizations to do just that: Add their own perspective and commentary in response to any content in the Post’s Editorials or Op-Ed pieces.

Sure, this may seem like a glorified comments section for organizations, but according to the Post, “[this] product offers an opportunity for advocacy, communications and government affairs professionals to place their message in front of key constituents.” Those messages can be up to 600 characters and will appear at the bottom of an online column, you know, like where user comments are usually found.

Though sponsored content isn’t anything new to the Post, WaPo president and general manager Steve Hills explained how this initiative is different, saying that “Sponsored Views’ premium placement enables participants to provide their perspectives with unparalleled contextual relevance, while still keeping the lines between news and sponsored messages crystal clear,” and that “all Sponsored View submissions are subject to review and must adhere to the Sponsored View submission guidelines before they are posted online.”

You can see a sneak peak of how the new Sponsored Views advertorials will look here, here, and here. Spoiler alert: They look like glorified comments.