Can blog advertising supplant existing media channels or should it be used in conjunction with other formats as part of a wider campaign? Well the answer is of course the latter.
Is it ethical to utilise blogs for commercial motivations? Of course, so long as the blog in question maintains a clear differentiation between impartial opinion and commercial promotion. Savvy blog readers quickly turn off when they sense a commercial push of product or service.
Of course there are the business blogs springing up everywhere which are uninhibited with their commerical motives. These can provide vital platforms for customers to express their opinions and or grievances. Conversely they provide a company with a vital source of customer opinion which should be the life blood of any successful oraganisation.