What role should blogs have in media buying? On iMediaConnection tries to answer the question. It's interesting to read because the author, Jim Meskauskas, is not a big fan of blogs, therefore he provides an unusual perspective on the issue.
My only point is don't think about blogs just as places where you can advertise, but look & listen to what bloggers say to understand how your products are perceived and consider starting a blog yourself to engage with direct and informal relationship with your target audience. Blogs are more complex than you might think. They're often powerful and attractive. Just don't overstimate their importance.