Catholic social media have hitherto been cut out of the online advertising market but that should change with the critical mass provided by the two new ventures, Salvati told Vatican Radio.
"In this case it really is unity that gives strength: where there is unity there is critical mass, there is an audience to be exploited and there is negotiating power that we can bring to the table with all the networks that distribute online advertising," Salvati said.
As well as ensuring the advertising content is appropriate for Catholic audiences, AdEthic will destine part of its revenue to charitable causes.
As a mark of www.aleteia.org's engagement with modernity, its homepage carried a comment Thursday by the Catholic communicator Father Robert Barron, who drew a comparison between Spiderman and Jesus Christ.
"Andrew Garfield, the actor who plays Peter Parker, is quite obviously an ordinary, and even geeky, kid who at decisive moments gracefully demonstrates godlike powers," Barron said in a comment published by the Catholic News Agency and hosted on the new site.
