The fabric of the internet has transformed in its serious approach to a social interaction - a set of coda to be adjusted to, that consume our time and hone our thinking into new paradigms. The triumph of trivia over academia on the internet is the interchange of reactions to things. An interplay of personae.
Mere membership of a website and marketing to buyer could not exceed the point of membership - which is constantly growing content - a magazine approach of the blog - every week you cut a new one, so to speak. It is only the interesting magazines that will survive so you are dependent upon having things to say.
Full article on Weblog Theory
