News outlets today are abuzz with stories about blogs. In
January 2005, Fortune magazine featured a story called “Why
There’s No Escaping the Blog.” In May of the same year, “Blogs
Will Change Your Business” screamed from the cover of Business-
Week. Blogs have become so hot that some mainstream TV news
reporters are quoting from the more popular blogs on the air. Un-
fortunately, despite all the press coverage, little is being published
about how blogs can benefit you and your business....