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Hired Guns

Is enlisting bloggers the wave of the future in marketing?

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This story appears in the September 2003 issue of Entrepreneur. Subscribe »

Blogs--web logs, or journals, intended for public consumption--are popping up all over the Internet. Chances are, you have one, or know someone who does.

But some companies are doing more than reading blogs. They're hiring bloggers to promote products. Earlier this year, Dr. Pepper recruited a group of teenage bloggers to build buzz for its new milk drink, Raging Cow. Nokia, meanwhile, is giving bloggers product samples to mention on their sites.

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