In Blog Bonanza, Some See Fringe Benefits

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Everybody Loves Raymond they’re not. Weblogs, still a fringe medium with an insider cred and a distaste for self-censorship, reach just 2 percent of some 70 million online households, according to Forrester Research. But it’s who they’re reaching, not how many, that is whetting the appetites of a few intrepid advertisers.

Upscale, urbane and media-savvy trend-setters with money to burn—most between 26-35 and male—are online and reading blogs, which deal with everything from gossip (Quentin Tarantino’s recent fistfight with French bouncers was a recent favorite) to informal product reviews.

“We have a very clear idea of our audience, and they’re...

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