I’d probably add *CASH* as the big reason the Ghost doesn’t work. Brands could buy a great deal of authenticity and insight with great writers on retainers… and this would work (as it does in other media). Pricing and perceived value the issue. ie, I’m happy to spend a stack of cash on the content for this web site/script/brochure/bla, but I’m not happy to pay the same for a blogger retainer.

My view is that blogs deliver way more value that the normal gumph, and I think most brands will come come around to this. When they do, I think we’ll see either more execs becoming better writers and devoting more time to it (cos it helps them sell/communicate/turbo their SEO/etc/etc), or more subbers on the case – perhaps in a mixed mode… ie, internally or externally more resource will be applied.