“Self-governing social networks combine with interactive weblog publishing to create something people just call Blogworking.” So writes Jesse Taylor in a piece at AlwaysOn. Taylor sites adholes, a collection of blogs from people working in advertising. (The site’s slogan: “Ad industry schmoozing without expensive restaurant tabs.”)

Taylor notes that these smaller networking sites are starting to generate ad revenue.

Why would these smaller, private Blogworking sites get commercial interest normally reserved for big sites? Because Blogworking sites feature running commentary and reactions that are tightly targeted to niche markets where avant-garde enthusiasts regularly return. An advertising dream of profile data. Members authentically communicate their ideas via frequent publication of personal thought, influencing a like minded network. Novice enthusiasts as well as top influential leaders come to learn, and to be heard by other community luminaries.

Blogworking, huh? Sure, as Taylor says, it’s the marriage of social networking and moblogging, particularly around a business niche. It’s probably another word some people will resist. With a shrug, I’m adding it to my vocabulary.