This deal is not on the scale of last week’s acquistion of CNET by CBS for $1.8 billion but it is another indication that mainstream media outlets are working to buy their way into blogging rather than grow their own new media brands. Will this approach work? I’m inclined to think it will not unless they can avoid the problems faced by traditional corporate blogs which suffer from “commercial correctness” and thus lose one of the most appealing aspects of blogging which is sharp critical analysis, irreverent swipes at other products and people, and news at the speed of the internet. None of this fits well with the tightly controlled corporate media model.