Many Advertisers Find Blogging Frontier Is Still Too Wild

"At their best, blogs are an advertiser's dream: the diary-style Web sites that feature running commentary and reactions are tightly targeted niche markets where avant-garde enthusiasts regularly return to read, post and send in tips. Well-placed blog ads can boost a company's image as cutting-edge. Plus, they're inexpensive: $350 a week, for instance, for premium positioning on Mr. Denton's high-profile inside-Washington blog, Wonkette, which got 2.2 million 'page views' last month, a measure of how many times a single visitor looks at one Web site page.

But many companies are wary of putting their brand on such a new and unpredictable medium. But many companies are wary of putting their brand on such a new and unpredictable medium. Most blogs are written by a lone author. They are typically unedited and include spirited responses from readers who can post comments at will. Some marketers fear blogs will criticize their products or ad campaigns. And, like all new blog readers, companies are just learning how to track what's being said on blogs and which ones might make a good fit for their ads."

[WSJ/ Log-in required]