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Federico brought up some good points when he suggested sub-directories above, but I'd go with sub-domains in this case. If a service provider can't figure out how to build their own website they are unlikely to get any decent links, let alone one from CNN. Policing them all would be expensive, possibly even unscaleable for the business model. I think the use of subdomains as outlined in his original question would be one of the few proper reasons to have them. Just make sure you verify each and every one of them in GWT so you know if/when any "manual actions" or important messages come through from Google. Getting SEOs to agree on sub-domain Vs sub-directory Vs separate TLD can be like trying to herd cats sometimes. That's just the way it is.