[M]any companies are wary of putting their brand on such a new and unpredictable medium. Most blogs are written by a lone author. They are typically unedited and include spirited responses from readers who can post comments at will. Some marketers fear blogs will criticize their products or ad campaigns. And, like all new blog readers, companies are just learning how to track what's being said on blogs and which ones might make a good fit for their ads.
May I make a suggestion? Focus on blogs written by lawprofs!
The article has some good advice for designing a blog ad, from Mr. Blogads, Henry Copeland:
[H]e advises advertisers to think like bloggers, and remember they are joining an ongoing conversation, incorporate links to other sites and use a voice that fits the blog's general tone. Above all, he says, they should stop hitting readers over the head with giant logos. One good example he points to is an ad that Knopf, a publishing division of Bertelsmann AG's Random House, designed for Japanese novelist Haruki Murakami's most recent book. Rather than linking to a site that sells the book, Knopf's ad joins in the spirit of blogging by quoting and linking to other blogs that discuss the book, such as MetaFilter.
Yes! Adapt to our environment. Act like you belong here!