The chic political and cultural Web logs (blogs) run by Gawker Media receive some 400,000 to 700,000 visitors monthly. Recently Gawker began blogging on behalf of big ad- vertisers like Nike. For its advertorial blog "The Art of Speed," Nike provided several short films on the theme of speed and Gawker contributed commentary and layout. A Nike representative called the Gawker blog audience "the right community. It may be small but it's an important and influential group."
Internet Assignment Find any blog site containing advertising. What kind of buzz is the sponsor trying to generate? How would you describe the connection between the company's branding and its blogging?