Professional bloggers

I've read some blogs from big companies like Sun, IBM and ZDNet. It seems that all the big companies are now into having bloggers on staff. When you read these people's blogs it's not the typical kind of post you might find at a personal site like this one. They are very long articles with diagrams, pictures etc... I sometimes wonder if these bloggers are just re-branded article writers? They are obviously good technical writers and know their topic well. They could be writing work for magazines. Now instead of calling it an article, it's a blog post.

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