Blogs sell. And advertisers have grown aware of this. Real blogs, that is. Blogs may be either gold or nothing for advertisers, depending on their popularity.

The first condition for a blog to become popular is to address a large mass of people by topic and rich content.

The second is dynamism. A reason why advertisers love so much blogs is that they have a large area of exposure by blogs' ever-growing, fresh content.

The third is good promotion. Feeds (RSS or Atom) spread out the word. These are the drivers of the system and make a difference from stalled content wesbsites.

Genuine blogs have what it takes to sell. Real bloggers become opinion-makers and niche influencers. (Here lies the superiority of blogs towards forums):

• They rejoice credibility from readers -- popular blogs gain the status of trusted source.
• They have the power of persuasion -- bloggers use argument and evidence to sustain their point of view. Recommendations from them are more likely to be granted attention.
• They impel to action -- blogs relate emotionally to the reader and involve the reader.

The other side of the coin is that blogging could be deturned by the purpose of making money, thus content could suffer. How far can one go in chosing a topic: just for the sake of blogging or to match an advertising target?

Just as not all blogs are good for advertisers, not all advertising is for blogs. Ads that are interesting, thought-provoking work for blogs. Blog advertising is less for entrenched brands and more for new products or new launches.