Four ways to reach your readers in the blogosphere.

Exactly how can a blog help your publication? The answer: blogging establishes a relationship between editors and readers. Here are some quick tips to help launch a successful, widely read blog:

1. Write with your readership in mind. Don't talk down to them, but don't lose them in convoluted language, either.

2. Incorporate multimedia (e.g., podcasts, videos, Java, Flash, etc.) into your posts to provide a more stimulating experience. This will bring people back to your blog.

3. Blog regularly. Whether you decide to update on a weekly or monthly basis, readers should know roughly when to expect new content from you.

4. Don't blog and run. Remember, you are trying to build a relationship with your audience; therefore, you must do more than simply post interesting articles. Interact with your readers via blog comments.