A good working definition of a blog is simply a journal or newsletter that is frequently updated and intended for the timely reading. It often provides opportunities for unfiltered and immediate feedback, sports an informal or even partisan attitude, and is written in a more personal style than traditional press outlets.

Blogs come in all shapes and subjects, from the maunderings of troubled teen souls to displays of classical photography to breaking news and commentary. They can be online journals, locked with a password shared by a few trusted friends, or they can be page after page of source code, sharing useful and free computer programs with the world.

A blog may be an online journal tangential to a companys main business, where users of a companys products give feedback and ask for help. Blogs can be hosted by single individuals, shared by teams, or produced by entire companies. They may be hosted on a dedicated blog server using fancy templates or lovingly hand-crafted in HTML on a page that resembles a bulletin board.

But a blog is not simply a syndicated column or a newspaper that is online. Many news outlets feature their content online and even allow readers to respond to stories. However, the newspapers business does not change just because it has a new medium. Editors and writers still do the same jobs they did before the advent of online distribution; the newspaper does not view itself as any different from what it always was.

And perhaps therein lies the difference: attitude. The newspaper sees itself as presenting all the news thats fit to print, written by objective professionals, while the blogger sees himself as presenting a piece of his own world and his own expertise from his own perspective.

As blogs become more popular, more columnists are becoming bloggers and more bloggers are becoming professional in what they write. Perhaps in a few years, the distinction between the Old Media and the New will be irrelevant in the mind of writers.

The number of individual blogs has topped 20 million and readership is exploding. In fact, the trade magazine Ad Age reports that during 2005 alone, American workers will spend the equivalent of 551,000 years reading blogs, rumor sheets, and online diaries.

Hundreds of millions of readers worldwide get their news and entertainment from these independent sources, supporting their favorite bloggers through donations, link usage, and purchase of blog-related memorabilia.

The Blog as a Business?

Most blogs are small potatoes. The vast majority are online journals where teenagers talk about their lives to a readership made up of their closest friends. A growing minority, however, are businesses in and of themselves. They balance costs and income; they purposely seek out content providers, advertisers, and paying customers.

They make a profit. They are, in fact, Blog Empires, ruling over a reader-defined section of the blogosphere as the go-to site for millions who come to get the news, buy promotional merchandise, and donate money to keep their favorite bloggers fed and happy.

Thats where you come in. You can draw millions of readers, because what you have to say is important. You can accumulate advertisers, because they will pay to reach your readers. In short, you can build your own Blog Empire, and its easier than you think.

This book will walk you through the steps necessary to see your name in lights and your blog climb to the top of blog listings everywhere, and to fatten your bank account with the profits from your own blog business.

It will take a lot of work (what worthwhile thing doesnt?) but you may find that being a blogger, building a Blog Empire of your own, is the most fulfilling job youve ever had.