Blogging and money

The 4th session I attended at bloggercon was on making money, which only confirmed that the vast majority of people blog for reasons other than making a living.
The most convincing commercial reason is to engage with customers and other stakeholders in a way that is far more human than most marketing tools.
This applies externally and internally and from one person shows to giant corporations.
Though I do also see an emerging group of commentators, often jounos, who can be their own micro media company with largish readerships attracting livable amounts of advertising dollars.