Stephen Downes' 'How to be heard' is a very useful article for people planning a blog or running one. There are very good hints towards increasing your virtual presence. He gives advice about having a purpose/concept, labouring over content, designing well, providing rich media and marketing. I agree, that it is very important to have an initial concept for a blog, but also see enormous potential in playing with 'identity' and allowing the blog to morph within the universe of memes. The 'self' can then be surprised about the diversity of identities.