LinkedIn Turns Industry White Papers Into Ads

Industry white papers, in general, are dull reading—unless you need a piece of information in one of them to do your job. Then you’ll pay almost anything (i.e. expense it) to get your hands on the white paper you need. Sometimes companies produce white papers and give them away for free, but they have a hard time finding the professionals who might be interested in whatever narrow topic the paper covers. Enter LinkedIn. It knows what industry you work in and your job title, making it easy to guess what kinds of white papers you might actually be interested in. The business networking site is testing a new feature that turns white papers into ads and presents them to the narrow group of professionals most likely to want to read them...