MarcCantor wants to commercialize blogging :


  • wants bloggers "engaged" with the sponser, actually a mouthpiece / representative of a company or brand. This is basically the same as RageBoy's GonzoMarketting. It's bloggers as employees of / substitutes for the PR department. No surprise, that's where the ClueTrain people came from.
  • EndemicAdvertising - advertising sympathetic to community of readers

More conventional micropublishing empire :