Attention, Bloggers†

For small businesses that can't afford a lot of marketing, the blogosphere offers a cheaper alternative

Wall Street Journal, March 17, 2008 — Andrew Milligan was stuck. He had spent $60,000 on trade-show exhibitions and magazine advertising for the bean-bag chairs made by his company, Los Angeles-based Sumo Lounge International, and sales were still languishing at a couple of bean bags a day.

So Mr. Milligan, like many small businesses looking to gain exposure and boost sales, turned to the blogosphere. He sent an email to the popular technology blog Engadget.com, asking the editors to review his product. While they declined that request, they agreed to trade three months of advertising on their site for 20 Sumo bean bags to outfit their new office.