• Hi, I’m Brad Abare

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Randall Rothenberg, author and longtime journalist, argues in the November 8, 2004 issue of Advertising Age that the power of blogs have been greatly exaggerated.

“Blogs are this year’s fad,” he says, adding that bloggers have about as much sway “as your average op-ed columnist.”

Admittedly, Rothenberg says he has only participated in the “sport” of blogging for a “short two months.”

The real test for blogs will be in the long term, but I do agree with Rothenberg’s closing comment: “The medium isn’t the message. The message is the message.”

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