Conde Nast's new web venture Flip – basically, MySpace for young girls hoping one day to be bestowed the honor of dying from anorexia – is said to be pocketing $2 million in ad revenue, before the site even launches. (Oh Radar, if only you had their sales planners.)

Part of the gimmick for the half dozen launch sponsors is the chance for viral, non-branded and non-standard spots that users will be able to incorporate into their "flip books," or photo profiles. That is, Conde is grooming a whole new set of girls to blur the lines between what's paid for and what's not, so they'll be up to speed by the time they're generating back problems by carrying Vogue.

What’s groundbreaking for these sponsors is that the primary ad-units on Flip are nonbranded digital images that members can use however they’d like to populate their “Flip books”—which are sort of mini photo albums/diaries/digital scrapbooks that a given user creates within her profile. For example, retailer Nordstrom is supplying images of models wearing its apparel that girls can paste in their Flip books, which can only be identified as Nordstrom-wear if users click on them. Johnson & Johnson’s Clean & Clear is taking it a step further by simply providing word-play icons—such as “FRESH”—while displaying neither a logo nor its products. Even riskier for advertisers: Girls can use a virtual doodling tool to write on their pages and say whatever they want about these brands.

They're even free to draw cum dots around their lips, coke dots around their noses, and pee dots around their crotches. Ahhh, user-generated content.

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