What's all the blog about?

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You know blogging has gone mainstream when air-conditioning contractors are doing it.

Blogs -- short for Web logs -- are online journals that, until recently, have been the domain primarily of amateur political pundits, conspiracy theorists and pseudo-experts on any number of topics.

But log onto the Web site of the Air Conditioning Contractors of America and you are directed to "ACCA Buzz," a blog that invites the trade group's members to weigh in on topics such as air-filter sales, new refrigeration technologies and whether the Minnesota Twins manipulate their stadium's ventilation system to prevent home runs by visiting teams.

"Our members may not be your typical bloggers, but this works for us," said Kevin W. Holland, the trade group's vice president of communications and membership.

The group is one of several businesses and organizations that are bypassing newspapers, magazines, billboards and other traditional media to take their message directly to consumers through blogs.

The Democratic National Committee boosted the prominence of blogging when it issued press credentials to more than three dozen bloggers -- primarily politically oriented writers -- at its convention in Boston last month.

The Republican Party has invited 10 to 20 bloggers to cover its quadrennial meeting, which convenes in New York in two weeks.

Until recently, the journalistic and political "blogosphere" comprised amateurs, although more established reporters, such as MSNBC host Chris Matthews, have jumped on the blogging bandwagon, as have the traditional news media companies.

Some news media analysts say blogging is a significant shift in the way people get their news and learn about new consumer products and services.

Others are more cautious.