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Blogging is on the verge of becoming a mainstream fad, and that fad will be exploited and commercialized. But blogging will not fade away when its faddishness passes, because it is built on the powerful code of written language.
This is part of blogging’s true power, the democratization of the distribution of information. Goldberg says that bloggers can only feed off the work of the mainstream press, but bloggers will lead, drive, and shape the news coverage of the major media, too.
from A Personal Look at Blogging