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5. Most successful companies will become media companies. Microsoft became a media company when it began its blogging program a couple years ago. The lawyers lost and marketers won – revealing the inside scoop at Microsoft was virtually the only thing that has healed the company’s battered reputation. More and more companies are starting their own blogs, helping them to become more relevant and newsworthy to a greater audience within their niche. Blogging has essentially forced companies to step into their customers’ shoes and provide them with more industry knowledge and news, rather than simply ramming products down their throats.