The Influentials, a book by RoperASW researchers Ed Keller and Jon Berry [MediaPost] Marsha Geller

The book is about the 10% of the American population that tells the other 90% what to do, what to buy, whom to vote for, where to eat, vacation, etc. - in other words, the people who either know the answer to any question you might have, or know someone who does.

According to Keller and Berry, Americans don't buy anything without first talking to someone whose opinion they value, and "the Internet has broadened the conversation, allowing people to research purchases, post questions to companies and to other consumers, email their friends, forward web links, and develop bulletin board relationship with people with similar interests. That the Internet is increasingly important to us is, at this point, commonly accepted."

Blogging fits this conversational model vry well and will continue to grow, especially as media like AOL and search engins like About.com join the blogging bandwagon.

John Lawlor - business blogging evangelist - 2003-07-11