Ad agencies have discovered that paying bloggers to promote companies' products and services is a cheap and personal way to reach the approximately 37 million Americans who read online journals.

[via] The Boston Globe (6/26)

This reminds me of a cartoon I saw in eWeek. The CEO of the company was showing a visitor around the office. They came to a room with 50+ people were sitting behind computers. The CEO turns to the guest and says. "These are our fair and impartial bloggers who are just wild about our products."

Best Regards,
Steve MacLellan

As a strategy for the advertisers it makes alot of sense.

I guess it'll work like the 'live reads' from talkback radio announcers.

The reader has a relationship with the blogger and will more willingly 'listen' to what they say about a product.

Casey