“How Do Blogs Measure Up?” by Katie Delahaye Paine appeared in Communication World, September-October 2007.

I feel strongly enough about the implications that I wanted to post my review here.

The header images of five really impressive blog sites grabbed my attention. The main text paragraphs are concise. The headers for each section are set off in a great color, font size and typeface. Also, the headers appear in good places to let a reader scan the article for important items. The sidebars with summarizations and extra information add even more.

Furthermore, the punch is delivered at the end of the article where it is sure to count the most. Notice the numbered list under Figuring out what it says. It is here that we find “At KDPaine & Partners, we recommend tracking the following criteria:” which is explained by “Katie Delahaye Paine is CEO of KDPaine & Partners, a measurement consultancy in Berlin, New Hampshire.”

Also, notice that the author pitches her own company as the top of the list in Social media measurement tools. Don’t get me wrong. I think it is fine to produce an article that is predominately an advertisement. This is especially true for an article this well designed and informative.

My slight concern is for the overall inter-relation of marketing and blogging. There are those who blog. They spend an unknown number of hours contributing their writing to the great info-mass which is the Internet. Now, there is a growing trend of corporate prospectors who are looking to profit from the raw material of bloggers. Should not these businesses give something back to the laborers who produce the product they sell. Can this relationship last? Will the bloggers fade away as no direct return of energy is made for the energy they currently give away?

A potential recourse for these individuals is, of course, self-remuneration. Advertising sales are beginning to fund the laborers of the Internet. Consider joining a good program like AdBrite. It could make a world of difference for you.