Have you seen the Internet ads pitching the services of writers who help "launch and maintain" blogs for busy executives? I suppose it is no different from having one's "autobiography" ghost-written by another, though I take exception to that practice too.

I thought the whole point of the Web log was that it allowed anyone and everyone to get "published." The blog allows anyone's musing on business, sports, politics and the meaning of life to be read by millions or billions of Internet users (when those users are not otherwise occupied writing their own blogs).

Apparently, I was wrong. Apparently, blogs make a big difference in how a company is perceived.

Might that be because many readers no longer trust press releases? Surely not. Or perhaps readers believe blogs provide business insights as revealed by executives in unguarded blogging moments. That's undoubtedly happened in the past.

Regardless of the reason, it is argued that companies with blogging executives rise in the Google and business perception rankings, while those that keep their execs buttoned down on pain of termination are perceived as uncool--which to some is worse than being unprofitable.

As marketing departments have recognized this phenomenon, the problem has become how to get busy executives to blog--and keep blogging, once the realization sets in that the blog is a gaping maw that must continually be fed.

Enter the enterprising writers prepared to blog on behalf of busy execs. They argue that it is much better to let ghostbloggers write the bons mots about deal making and conspicuous consumption.

For venture capitalists, professional blog services--I'm quoting one here--"start online conversations with elite entrepreneurs, give a lift to your portfolio companies by posting when they have news to announce, promote key job openings with your portfolio companies and build your brand for a new generation of entrepreneurs by projecting your know-how."

Of course, everybody wins. The readers find material that's interesting and professionally written, the executives' personal brands are enhanced and the companies march up the Google rankings. If you are interested in Web log services, e-mail ghostblogster@cmp.com.