In an article about Mommy Bloggers on her Greenbanana blog, Heather Yaxley evokes the law of supply and demand, noting that “there are too many motoring writers and too few outlets for their words”. She raises a key issue that I don’t think anyone has discussed yet. Will the much heralded rise of the citizen journalist be undermined by the commoditization of the citizen journalist? If so, it seems to me that for a PR strategy to use bloggers intelligently, it will need to determine which blogger “brands” stand out from the pack and are compatible with the organization’s brand. Making good use of bloggers would then be a matter of cross-branding.