The article starts out well, focusing on the blog of Jonathan Schwartz, president of Sun Microsystems:

Jonathan Schwartz, president and chief operating officer of server maker Sun Microsystems (SUNW ), first suspected that his blog was a success when his salespeople began reporting that customers were reading his posts and sealing deals faster. Then, the blog started getting a surge of traffic from users with e-mail addresses ending in “ibm.com” and “dell.com” — folks who work for Sun’s rivals….
Some six weeks later, he’s a firm believer that a blog — which generally consists of diary-like entries that are posted to the Web — is a must-have tool for every executive. “It’ll be no more mandatory that they have blogs than that they have a phone and an e-mail account,” Schwartz says. “If they don’t, they’re going to look foolish.”

Then, this:

In fact, these blogs, which now account for a handful of the estimated 20,000 blogs on the Web, could eventually grab a lion’s share of the Internet audience, says Chris Charron, an analyst with tech consultancy Forrester Research in Boston.

Forrester thinks there are only 20,000 blogs? Uh…Technorati monitors more than three million of them, hello? (Top left corner of the site.) Whatever. It’s otherwise quite a good article on the subject.

Business Week: Blogging for Business