Blogging becomes a corporate job

Very interesting article in the free section of the Wall Street Journal about how blogging becomes a corporate job:

A small but growing number of businesses are hiring people to write blogs, or frequently updated online journals. Companies are looking for candidates who can write in a conversational style about timely topics that would appeal to customers, clients and potential recruits. Last year, Christine Halvorson was hired as chief blogger at Stonyfield Farm Inc., a Londonderry, N.H., organic yogurt company owned by Groupe Danone. She applied for the job after responding to an ad posted at Monster.com. A former freelance writer and Web content editor, Ms. Halvorson now writes four blogs for Stonyfield, including a blog about the company, the Daily Scoop, and http://www.stonyfield.com/weblog/CreatingHealthyKids/index.html, about healthy foods in schools. Her job entails researching, linking to news and providing personal insight. She earns an annual salary in the mid-$40,000s, she says.
Flycell Inc., New York, an 18-month-old provider of mobile-phone content such as games and ringtones, posted an ad on the technology-job site Dice.com in April for a "blogger/copywriter/editorial-content producer." The ad includes the following description: "Create, maintain and promote a blog that covers and reports about mobile-phone content and the marketplace ... Must have experience creating and updating blogs, including creating links to other topical blogs ... Blog savvy is a must." The annual salary ranges from $50,000 and $70,000. (...)
Blogging as a job has emerged as companies of all stripes increasingly see the Web as an important communications venue. Blogs allow firms to assume a natural tone rather than the public-relations speak typical of some static Web pages, and readers are often invited to post comments. While some companies are hiring full-time bloggers, others are adding blogging duties to existing marketing or Web-editing positions.
Currently only 4% of major U.S. corporations have blogs available to the public, according to a recent survey by eMarketer, a New York research company. But ads for blogging jobs are popping up on online job boards in recent months. "Blogging jobs are growing in popularity," says Jennifer Sullivan, spokeswoman for CareerBuilder.com.

Wow. The salaries are not too bad, considering the fact that is a new profession.