I believe bloggers are powerful efluencers in the new web. Check out my article on efluencers that was featured on MediaPost this week:

Holiday Shopping Season 2007: All About The Blogs By Tessa Rudd

ONLINE SHOPPERS HAVE AN ENTIRE global marketplace only a few mouse clicks away. Lately, however, online shoppers and those advertiser and marketers who are trying to reach them see guided shopping, like what exists in the blogosphere, as compelling. The blogosphere offers an unbiased, third-party voice for consumers, while simultaneously empowering advertisers with the valuable opportunity to capitalize on the trust that has developed between bloggers and consumers. Numerous reports from the Internet advertising industry and market researchers suggest that advertising is working on blogs. This is creating a dynamic environment where branding meets direct marketing… Read more