Even though some communications pros are not yet sure that trustworthy blogger voices have emerged, all pay attention to blogs, and all have their favorites. Some have even assigned a team member to keep up with the ones that have the most impact on the business.

Developers tend to look at more sophisticated blogs, such as Slashdot. Search engine pros can read John Battelle’s Searchblog.

Consumer toy folks, on the other hand, would be well advised to keep Gizmodo bookmarked.

Bacon’s Information plans to inaugurate its coverage of blogs this month to help determine their impact on corporate reputations.

Also, many of the major tech reporters for newspapers have blogs, which let readers find out what they really think about a given product. The Boston Globe’s tech reporter, Hiawatha Bray, maintains www.monitortan.com. Several executives mentioned San Jose Mercury News’ Dan Gillmor’s blog (not to be confused with Steve Gillmor’s Inforouter blog. Other reputable blogs include Infoworld’s “Strategic Developer” columnist Jon Udell’s site, and IT Garage by tech writer Doc Searls.

Another blog that makes for entertaining and informative reading is Scripting News, written by technology developer Dave Winer. It’s one of the longest-running blogs on the Internet.

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Amy Friedman is a contributing writer to Positioning Online.

© 2004 Heyman Associates, Inc.