Yesterday I participated in a workshop about business blogs - The Business of Blogging: Being Social in a Pervasive, Networked World.
The speakers discussed the history of blogging, tools that are available, research on who is blogging, as well as the issues of using blogs for business.
Speakers included Alvin Chin and Mark Chignell from University of Toronto, Joey de Villa from Tucows, Ian Graham from BMO Financial Group, and Veronica Holmes from Bell Canada.
From the research, it was shown that people who read blogs are highly educated people in their 30s or 40s who earn high salaries. Primarily, bloggers are looking for information that is hard to find in other places. You can see why businesses are getting more and more interested in setting up blogs to support their products / services.
For more information on CASCON, as well as details of all the conference proceedings, see https://www.ibm.com/ibm/cas/cascon/