Proliferation of blogs

Blogs are no laughing matter any longer in the America's Cup world. First came the official Challenger Commission blog. Then in the media sector appeared Valencia Sailing and finally the teams started creating their own, with Mascalzone Latino - Capitalia Team first and BMWOracle second, as of yesterday.

Mascalzone Latino - Capitalia Team has its blog here. Unfortunately, it is only in Italian but after all it's an Italian team. BMWOracle Racing has its own here and its editor is Tom Ehman.

They are to be the media for the 21st century as an increasing number of US and European companies are setting their own corporate blogs and even Microsoft is hiring (well-paid) bloggers that write, trying to promote the software giant's products. If they do not fall in the trap of becoming repetitive, trivial or tedious they are an innovative and very direct way of communication.