As evidence that blogs are additive to the mix of communication channels, a Wall Street Journal article today notes that companies are monitoring blogs for buzz about thier companies and products, but only as part of the mix of all the various online channels. BuzzMetrics has assembled a panel of “word of mouth influencers” that includes bloggers alongside message board posters. Even TechDirt, established as a means of funding a blog, scans message boards along with blogs for clients.