BL Ochman writes on her whatsnextblog:
The commercial viability of blogs becomes more obvious with the announcement that Sony Consumer Electronics is spending $75K to sponsor Nick Denton's new blog, Lifehacker.com for three months.
The deal between a blog and a global marketer marks a new milestone for the commercialization of Web logs, Ad Age said. I think commercialization and economic viability are two different things. Unlike traditional media, bloggers are making clear from the gitgo that they are not going to let advertisers dictate what they cover, or how.
Denton's sales pitch to decision making marketers is, "The people on blogs are talking about your products and are early adopters." Underwriting Lifehacker.com makes Sony (SNE)look hip to that audience, he told Ad Age.