Nationwide, On-line retailers are creating their own Web logs, or blogs, to promote themselves to consumers. The strategy seems to be successful. According to a recent study by ComScore Networks, an on-line market-research firm, shoppers who visit blogs spend approximately 6% more than average on-line shoppers.
Bluefly.com, EHobbies and GourmetStation all use blogs as part of their advertising. Bluefly.com sells designer clothes; EHobbies sells hobby goods such as plastic models, kites and science kits; and GourmetStation sells prepared foods. The companies post industry news and trends on their blogs, allowing visitors to engage in discussion about the topics.