Gartner has done one of those Hype Cycle things in which they look at podcasting and blogs... No time right now to analyze the analysis... here it is... Although I gotta say this is about the weirdest analysis/statement on blogging I've seen for a bit:
Corporate Blogging. This involves the use of online personal journals by corporate employees, either individually or in a group, to further company goals. It reached the peak of hype in 2004 although mainstream firms have not yet got involved. Its impact will be on projecting corporate marketing messages primarily and secondarily in competitive intelligence, customer support and recruiting.