I often hear business people question whether or not blogging is something that is going to last. Certainly there is a great deal of hype surrounding the growth and potential benefits of the technology that blogging represents. If you remove the spectacular growth and the technology and look at the core activity of blogging, it becomes apparent that this isn’t really a fad at all. It’s just a new way of talking about an activity every business already engages in when communicating with the market. That activity is, talking to your market about what your business is up to right now.