Tijdschrift Fortune (die van de 500) duikt dieper in de wereld van de weblogs. Het tijdschrift wijdt 5 webpagina's aan de relatie die het bedrijfsleven met weblogs ontwikkelt. Kort: ze kunnen een product maken of breken. Veel onderwerpen en sprekers in 'Why There's No Escaping the Blog'

"(...) An amateur media is springing up, and the smart are adapting. Says Richard Edelman, CEO of Edelman Public Relations: "Now you've got to pitch the bloggers too. You can't just pitch to conventional media." (...)

"If you fudge or lie on a blog, you are biting the karmic weenie," says Steve Hayden, vice chairman of advertising giant Ogilvy & Mather, which creates blogs for clients. "The negative reaction will be so great that, whatever your intention was, it will be overwhelmed and crushed like a bug. You're fighting with very powerful forces because it's real people's opinions." (...) "