of interest to all web users

Marketers Scan Blogs
For Brand Insights

By WILLIAM M. BULKELEY
Staff Reporter of THE WALL STREET JOURNAL
June 23, 2005

Many marketers suspect there are probably some valuable insights contained in the Web logs produced by the estimated 12 million online diarists. But in the cacophony of trivia, vitriol and bombast that fills the blogosphere, useful nuggets have been hard to find.

Now, a growing number of marketers are using new technology to analyze blogs and other "consumer-generated media" -- a category that includes chat groups, message boards and electronic forums -- to hear what is being said online about new products, old ad campaigns and aging brands. Purveyors of the new methodology and their clients say blog-watching can be cheaper, faster and less biased than such staples of consumer research as focus groups and surveys. More...