MarcCantor wants to commercialize blogging : http://marc.blogs.it/archives/2004/10/transparency_an.html

points

  • 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 : http://corporate.weblogsinc.com/entry/7831595493861351/