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TOPIC: Blogs, once written by unknown opinionated computer users, have gained popularity within mainstream media, according to an article by NBC News. Many media outlets already have at least one blog set up. Experts say blogs are changing the national dialogue, by making public communication more inclusive and not just leaving it to a few gatekeepers. As a result, blogs have become key in determining the news of the day.

EXPERTS: ExpertSource can offer several highly qualified experts to comment on this story:

Considered one of the world's most respected interactive and search engine marketing experts, Andy Beal, president and CEO of Fortune Interactive, has executed successful search marketing campaigns on behalf of numerous Fortune 1000 companies including Motorola, CitiFinancial, Lowe's Home Improvement, Alaska Air, DeWALT, NBC and Experian. Prior to founding Fortune Interactive, he was vice president of search marketing at WebSourced. In July of 2003, Beal launched his first blog. The following year, research firm MarketingSherpa named it best online marketing blog. Currently, he keeps the public informed of search engine and online marketing news via www.MarketingPilgrim.com. Beal has a track record of breaking industry news on blogs. In addition, his observations have been included in the following books: "The Google Story," "Building Your Business with Google for Dummies," "The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture," "Business Blogs: A Practical Guide," "The Search Engine Marketing Kit," "Fill Your Practice: Building Your Marketing Machine" and "Search Engine Marketing, Inc."

Joseph Karwat, VP Marketing and Business Development of Lithium Technologies, Inc., continues to explore the integration of web collaboration tools (forums, blogs, chat, etc.), with CRM applications, social networking software, and voice communications to create dynamic online customer communities. Integrating and expanding these forms of collaboration into a company's website can transform a customer base into a loyal and dynamic customer community. Customer communities have a significant impact on sales, dramatically reduce support costs, and immediately link a company's management with the needs of its customers. Mr. Karwat is always pleased to speak about: the business case for online communities; rediscovering the benefits of online communities; and current trends in social marketing. Having founded E-Fax Communications, INC., Karwat has over 20 years of experience in developing emerging communications technologies. He holds an MBA in finance from Boston University.

David Meerman Scott is an expert at how organizations are using blogs to tell stories and win new and repeat business. In failing to provide visitors with great information content, most of today's Web sites are missing a golden opportunity to create loyal customers - and leaving a fortune in new and repeat business on the table. According to Web marketing expert David Meerman Scott, too many marketers focus on style over substance. While a site may win awards for graphic design, Scott demonstrates that the key to Web marketing success is compelling content, delivered in new and surprising ways. In his book "Cashing in with Content," he interviews 20 of today's most innovative Web marketers, sharing their secrets for using content to turn browsers into buyers, to encourage repeat business, and to unleash the amazing power of viral marketing. The book features a diverse range of content-savvy organizations from the worlds of e-commerce, business-to-business, and government/not-for-profit, including the Wall Street Journal Online, CARE USA, Kenyon College, Alcoa, Tourism Toronto, Weyerhaeuser, Booz Allen Hamilton, and United Parcel Service. Scott is the author of "Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers Into Buyers" and the writer/producer or Web Ink Now at www.WebInkNow.com. He is a writer, consultant, conference speaker and seminar leader specializing in using online content to market and sell products and services to demanding customers worldwide.

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