Arianna Huffington's blog now has 43 full-time employees breaking news to 3.5 million readers. Financial Times notes the content is better than most traditional media.
So, where do blogs end and where does real news begin?
It's amazing to see the 106 million blogs in the world rising to challenge old-guard media. The long tail of consumer demand now has an equally long tail of media options for marketers trying to reach consumers. Advertisers can always "buy in" to the blogs with Google or Yahoo ad networks, and even hire companies such as Blogsvertise to pay writers on the net to promote your product. (Perhaps a little scary -- some of the blogs you read have paid writers who check daily assignments for pushing brands.)
The real goal, for advertisers, is tipping the Blogosphere into a mass frenzy of positive amplification for your brand. You can't buy mass praise. You can't control it. But you can get your message in front of the top influencers, and hope they trigger the viral buzz. Reaching out to the top 150 is a good start.
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