Corporate Blogging for Noobs

As corporate blogging comes into the mainstream, I increasingly find myself explaining its appeal to friends and clients alike. This article provides a thorough and measured introduction to the subject:

Blogs will no more kill mainstream media than usenet, newsgroups, online news sites or e-newsletters before them. However blogs are increasingly being used as a source of news content and frequently not only beat Internet news sites and daily newspapers to news stories, but also offer a fresh perspective on a story.

There is a farcical reference to the fact that 'stories are posted without any of the rigour demanded of a news room'. I'm not sure what media outlets Ms. Ilyas has been reading lately, but I consistently see as much reliable and thorough reportage (or, if you like, the same amount of bollocks) from bloggers as I do from the mainstream media.