Channel 9 is a new blog, or online diary, run by Microsoft programmers. Launched April 1, it features interviews with Microsoft employees, "insider" information on new products and breaking news from the software giant.

While Microsoft says the site is about "building community," it also serves another purpose - getting the company's point of view out without relying on the media. Joe Wilcox, an analyst with Jupiter Research explains:

It's using blogging to manage the message. It has an insider-y feel, but the fact is these guys are evangelists. It's more of a marketing tool than anything else.

More and more, corporations are turning to blogs as a way to reach their customers without relying on television or newspapers. Unlike news releases, blogs create a personal connection with employees, with a relaxed tone and the ability for readers to ask questions.

Macromedia, IBM and other technology companies let their employees blog about new products, the corporate environment, even hiring practices. But they also debunk rumors, counter magazine stories and promote their companies.

Blimey!

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