Don Kasprzak

Blog publisher Gawker Media has teamed with Nike to take online journaling in a new direction with a Nike-branded branded blog.

The Art of Speed (http://www.gawker.com/artofspeed/) showcases 15 filmmaker’s interpretations of speed. While it does not have any direct advertising, Nike’s signature swoosh symbols appear in various places. The filmmakers are not amateurs — Speed’s roster includes a Sundance Film Festival winner, music video directors, animation experts and filmmakers with museum installations. Gawker’s other publications, Wonkette, Gizmodo and Defamer, also link to the Art of Speed site.

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But blogs, short for Web logs, are fast gaining corporate recognition and soon may be acknowledged simply as important.

In a sign blogs are moving mainstream, major technology companies, including Microsoft Corp. and International Business Machines Corp.came together at a recent conference to discuss the profit potential of the Web publishing format.

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So here comes RSS.  A great new technology that keeps us current on the news and information we seek out, not information presented to us in print, tv and radio. 

But how long will it take the masses to adopt to this smart information sharing? 
For now, a trend that introduces deeper changes in the way we receive information.