Using Weblogs for Columnists

Apparently the weblogs paradigm is making its way even further into the mainstream. In order to allow its columnists to establish even more immediate relationships & communication with readers, MSNBC is setting up weblogs for them.

This is encouraging. I hope they'll use the blog opportunity to do some real communicating, from real personalities, rather than some kind of PR pump. This move also goes even further toward establishing acceptance for enterprise-based blog communities of practice, which my company is trying to encourage with some of our clients.