How about those trendy blogs -- sez this little bandwagon jumper.

Here is an NYT piece: Madison Avenue Ponders the Potential of Web Logs.

An excerpt:

EB logs have had an astonishing season this year, enough to freckle the faces of bloggers who do not, as a rule, get much time outdoors.

Although political blogs have received the most attention, advertising agencies and communications professionals are using blogs to create discussion about ideas within their industries.

Butler, Shine, Stern & Partners in Sausalito, Calif., produces a blog, Influx Insights (www.influx.bsands .com), that includes discussion of video game marketing. Yellowfin Direct Marketing in Boston has commented on the politics of emotion and the art of client service on its blog, A Fine Kettle of Fish (www .afinekettleoffish.blogspot.com).

Urban Advertising in New York has a blog on industry trends, Urban Intelligence (urbanadvertising.com /intelligence).

And Richard Edelman, president and chief executive at Edelman, part of Daniel J. Edelman, began writing his own blog (www.edelman.com /speak_up/blog) on Sept. 29, most recently recounting his travels through India.

Agencies with blogs , though, are in a minority. For many, particularly the large networks, the potential risks still outweigh the benefits.