What bloggers do is address a gap in FT: summarizing a current deal in a concise simple to understand way. Each day/hours thousands of people end up on FT because it ranks #1 for every travel related google search and only a fraction stays back because they find what they were looking for and another smaller fraction stays on to becomes member etc etc. Currently Google ranks content on wikis, forums and blogs etc higher than traditional webpages, the day that algorithm changes others will rank higher.

Coming back to blogs, they have a major problem: if people want to talk and discuss the article they just read, the blog usually offers limited features and the discussion fizzles out a few days later. That is where FT can trump any blog.

The forum vs blog discussion is not limited to FT, this issue occupies a number of folks who make a living with this stuff since quite a while and I'm sure umpteen people are scratching their head trying to figure out how to solve this conundrum. Curious to see how it will turn out.