The people from the blogging survey asked this question of me via e-mail. Read my answer below. I would love to see you all add to this answer with your thoughts and ideas.
Question: Please rate your blog's impact on the following factors in your company.
Another way to publish content and ideas was the top answer to question eight in survey.
Do you think this answer means that companies did not have the place to publish certain ideas and content, or that a blog is just another place to publish the same type of content you might publish on your corporate website?
Answer: If I had to pick I would say the latter for sure. But the reason why organizations could use another publishing medium is in part due to saturation of existing media and in part due to a change in how we work. An analogy that best describes this is television. Product companies have realized that the effectiveness of their television advertising has dropped considerably. Are people watching less TV? I wish! The availability of on demand television through Tivo and DVRs have led to a drop in "commercials" watching. People record their shows and fast forward through the commercials. So product companies have had to think of other ways of getting the message out and an example of that which everyone recognizes is the partnership with TV shows like The Apprentice. Pontiac sold more cars and Burger King sold more burgers because the show used those products in their competitions.
On a similar note, how we work has changed. We are more collaborative now than ever before. We have access to more information, we have access to higher data speeds, we need more information these days to deal with the global environment than we did before. These changes are leading to the search for more effective means of communicating and blogs is one of them. Its low barrier to entry and ease of use makes it an easy tool for people to collaborate and share. In my opinion Web sites and Intranets are still effective mediums for sharing information but I think they are not getting the credit they deserve because people may been jaded from past experiences of sites that were either not populated with content or stale sites where content never changed.