• by April 5, 2004

Blogging is going mainstream, in case you hadn't already realized it.

Last week, the Association of National Advertisers (ANA), debuted its very own Weblogs---Regulatory Rumblings and Marketing Musings. While they're probably never going to be as fun to read as gawker.com or wonkette, D.C.'s latest fixation, the moves represent yet another sign of the extraordinary power of web communication. The fact that mainstream organizations like the ANA have turned to blogging for everything from rants and raves to fundraising and political organizing, shows just how pervasive the 'Net has become.

Ad-supported blogs can't be far behind. In fact, if any of you have examples of these, send 'em to telkin@mediapost.com.

Today, the ANA made another blog-like move, or at least a move to embrace the Internet. The advertiser group said it aligned with Reveries, an online resource for marketers, to introduce an online publication for senior marketing execs. These so-called "member representatives" serve as the primary liasions between the ANA and its 340 member companies. The venture will offer online access to exclusive content including case studies, interviews with thought leaders in marketing, research reports, and legislative updates.

The ANA and Reveries will also work together to develop surveys, industry roundtable discussions, op-ed pieces, and other content that will be distributed through Reveries and the ANA.