The Rising Influence of Blogs in PR

Keith O'Brien writes an insightful piece about the increasing influence that weblogs like Gizmodo or Engadget are having on technophiles. The article quotes Gizmodo editor Joel Johnson:

"Companies definitely take Gizmodo as a legitimate news source, as they should. I don't want to sound self-important, but Gizmodo reaches tens of thousands of very targeted consumers a day. If readers are using Gizmodo as their place to find the latest and greatest, that's all that the legitimacy a company needs," Johnson said via e-mail.

Weblogs typically provide very targeted demographics--sometimes much more so than online or offline journals.