Coca-Cola has recruited six college students from China, USA, Austria, Germany, Canada and Italy to blog from the Winter Olympics in Torino, Italy on a Coca-Cola sponsored blog called Torino Conversations. I think that it's a cool idea and a great way for Coke to get some branded content. More on it at MediaPost and comments abound at Micro Persuasion.
On the coat-tails of this is a Gallup poll (scroll down) showing that blog readership in America has actually decreased from February 2005 to December 2005. To me, this is surprising and not surprising at the same time.
Technorati is tracking 75,000 new blogs being created each day. However, from personal experience, a lot of people who work day jobs do not read personal blogs. The term 'blogs' is also a little ambiguous. Most people interpret 'blogs' to mean individual-owned personal blogs, not realizing that a lot of news sites operate on blog technology.
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Other companies have hired bloggers, check our the Marqui story
Some companies have had success, as well as 'failure's for hiring paid bloggers.
Check out the story here
http://www.masternewmedia.org/news/2004/11/16/paid_assignment_is_here_marqui.htm
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