Finally, the spoils: Blogging pays off.
It pays off in part by being a self-fulfilling prophecy. Whether or not you know anything about drug and device products liability law, you appear to be an expert in that field as of the day you launch the "Drug and Device Law Blog." Impressed by your expertise, and hoping that you'll mention them online, complete strangers begin sending you e-mails containing unpublished decisions, creative ideas and endless other tidbits relating to drug and device law. Eventually, your blog becomes a clearinghouse for information about the subject it covers. By staking a claim to some online turf, you gradually come to dominate that turf and to become an insider on events in that field.
Hosting a blog also raises your own personal profile. The print and broadcast media search the blogosphere for experts who can provide insights into current legal issues. If you want to be found, you must exist in the relevant world: Establish an online presence. My co-host and I have been interviewed in our year of blogging by the Wall Street Journal, The National Law Journal and countless papers in between.
Drug and Device Law also has an interesting follow-up post on the readers' and bloggers' reactions to the article. [Via Cal Blog of Appeal.]