A blog is like a shark, if it stops moving it dies.

Steve writes a lot about blogging and it's importance for companies--that blogging is a conversation, that good companies will use good blogs and good bloggers etc...

Along the same lines, I stumbled onto this New York The Magazine article...titled "The Haves and Have-Nots of the blogging Boom." The writer explains basically three methods of monetizing this thing. He also touches on the A-list, B-list and C-list bloggers. When it's all said and done, it's pretty much like starting a magazine or newspaper, except there are no barriers to entry and no overhead costs. Of course the focus is more about blogs as a stand alone business, not as a complement to an existing business...but you get the point.

There are also some pretty cool features about how most of the top blogs interconnect and link to each other, like some sort of "cool kids" party in high school.