The Las Vegas Business Press cover story for August 25th is about businesses using blogging as part of their marketing mix. The blogosphere is growing: 27% of Americans read blogs and that’s bound to grow. There is a lot of online yakking going on — the question becomes how to join in the conversations to benefit your business. The prevailing theory is that building buzz about your products and services via social networking gets your message out in a friendly, approachable and less “self-serving” way. Hybridization of blogs and websites is also occurring. This “blogsite” is an example, sharing the characteristics of both. Back in the day, we referred to the “mass market” and advertised in publications like The Saturday Evening Post which had a massive circulation reaching a large percentage of the American population. Advertisers talked “at” their audience. Today, there is no mass market, but a multitude of defined markets with sub-sub-sub segments. Advertisers today must find ways to talk “with” their audiences.