In an article about ads embedded within online news stories, the New York Times points out that the New York Post is giving serious consideration to the adoption of the ever-controversial IntelliTXT. The system, developed by Vibrant Media, is the latest (and most intrusive) evolution of keyword advertising: when visitors use a mouse to view words that are underlined in green, a small box labeled "sponsored link" appears with an advertising message and a link to more information.

Forbes.com experimented with the system for about two months before passing on it, "citing unease among its reporters." A spokesperson for the New York Post cautions that plans to use IntelliTXT (already in use by 400 other online publishers) are still in a trial phase: "That was a test of new technology that was not intended to be live. They have not debated or discussed it internally. They are not making any prediction whether they are going to use it."