Blogging as a Full Time Job

In its short lifespan, blogging has largely been a freewheeling exercise in online self-expression. Now it is also becoming a corporate job.

A small but growing number of businesses are hiring people to write blogs, otherwise known as Web logs, or frequently updated online journals. Companies are looking for candidates who can write in a conversational style about timely topics that would appeal to customers, clients and potential recruits.

Dale & Thomas Popcorn, a Teaneck, N.J., gourmet popcorn company, is seeking an online-marketing coordinator to create and maintain a company blog on the love of popcorn, among other tasks. Paul Goodman, senior vice president of ecommerce, says he hopes a blog will enhance customer relations and help boost the company Web site's search-engine rankings.

The new position, with an annual salary between $40,000 and $55,000, opened in April. Prior blogging experience isn't necessary, Mr. Goodman says. "We're looking for candidates who are good at expressing themselves. What they write doesn't have to be perfect. It needs to be conversational and should translate our feelings to the community."

He's received about 100 applications, and is close to making a decision, he says. The blog will be subject to Mr. Goodman's approval prior to publication, he notes: "This will not be an unauthorized blog."

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