Whether you’re confounded about how to communicate with them, or you’re dreaming of becoming one of them, you won’t want to miss next week’s focus on professional blogging. Leading the discussion is Steve KIng, a senior advisor at the Institute for the Future (IFTF).

King has been looking into the blogsphere at IFTF and finds that an increasing number of blogs are being authored by professional bloggers. He defines professional bloggers as those who see blogging as their primary business, or as an important marketing channel for their primary businesses.  He says blog oriented micro-publishing firms like Gawker and Weblogs Inc. have emerged, and  many individual bloggers have quit their day jobs to pursue a living through blogging.  These “professional blogs” are attracting relatively large audiences and gaining influence across the blogosphere. 

King will give us an overview of professional blogs, their economics, how micro publishers are changing the communication landscape, and what this will mean for corporate communications and public relations.