Blogs aren't that complicated. No matter what bloggers say.

I agree with David Burn over at Ad Pulp on the annoying nature of blog coverage by big media. So much focus on bloggers complaining about, yes, big media. So much blah-blah about this blogger or that blogger. So much he said, she said. It makes it seem as if blogs are only about bloggers talking among themselves.

All the talk about "famous bloggers" obscures the following points:

Blogs are really just dynamic publishing web sites. I think every company should design a blog link into their site even if they only plan to use it for news on an infrequent basis.

Blogs let most businesses and organizations get everything they need — news, contact information and, most importantly, relevance — in a web site. In about ten minutes.

Blogs are a tool that takes the web beyond the static, brochure ware of the past.

Recently, I've heard a lot of the long-time web people comment that they're as excited about the Internet as they were back in the late nineties. I never got too excited about it back then because I'm not a tech geek and I thought all the content was lame. Now the whole space is interesting because tools exist so people without thick glasses and body odor can keep content fresh.

I do think blogs are allowing good writers without access to the publishing elites find a voice, but that's just one part of it. Smart companies are figuring that out.