One of the interesting things about blogs is how quickly they are absorbing themselves into mainstream, traditional media. Newpapers are launching blogs as part of the editorial line-up, and TV shows now come with a blog attached. The latest example is ‘Blooks’, that is books based upon blogs. The American website Lulu has just launched The Blooker Prize to recognise the sub-genre of books based on blogs. Whether it takes off remains to be seen. The point is that publishers are going to be increasingly looking at blogs for new ideas: and published authors are going to be creating blogs as part of a process of building an audience. The way blogs are emerging is not as a separate stand-alone medium, but as an adjunct to something that already exists.