Blogs blaze new trail for b-to-b advertising

摘要

In less than two years, blogs have morphed from digital rebels into a new source of advertising revenue for b-to-b publishers. Unheard of just three years ago, the number of blogs has exploded in the last 18 months. According to Technorati, which tracks the so-called "blogosphere," there are now 20.5 million blogs, or Weblogs, covering every conceivable subject. Moreover, vituperative-laced blogs—whose content is unlikely to attract b-to-b advertisers— are gradually being eclipsed by blogs that can help media companies monetize their online properties and offer b-to-b marketers a cost-effective alternative to traditional media buys.