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Six Apart is moving well beyond the business of providing blogging software; following its acquisition of Apperceptive, the company is beginning to offer a whole range of services, along with a new advertising program.

 Anil Dash

The company's advertising group has been dubbed Six Apart Media, and it "offers more control over the advertising on your blog," according to Vice President Anil Dash.  "[O]ur goal is to help you produce more revenue than the simple ubiquitous text ads that you might otherwise be using," he writes.

This will put Six Apart in the same arena as Federated Media, but the company isn't coming unprepared.  Past Apperceptive clients include The Washington Post, The Huffington Post, BoingBoing, Major League Baseball, Gothamist, and iVillage, so the name recognition factor is pretty strong.

Then there are the actual services that Apperceptive provided to those clients.  Design, development, implementation and integration - the figurative bases are well covered.  And the Apperceptive acquisition also landed Six Apart a New York office, so its physical presence has spread, too.

Apperceptive's price remains unknown, but credit for properly breaking the story would appear to go to a TechCrunch commenter.  Now's an interesting time to enter the advertising business, so we'll see how this goes.