I don't agree with Steve Rubel. Steve thinks that some sort of auditing service is necessary for blogs, podcasts and other consumer-generated content in order for marketers to be comfortable buying ads within them. While, yes, there is a good deal of push-back from marketers who are used to hanging their ad buys on an audited and approved circulation number what Steve is proposing isn't really the solution. He wants to turn new media into old media by subjecting them to the same amount of scrutiny that print magazines and TV networks are under. That's kind of not the point. The point is that marketers should be willing to break out of their comfort zones in order to achieve results for their company or client. Making blog creators accountable to a promised number of page views is just creating headaches and providing fodder for the "I told you this was a bad idea" group. Don't worry about numbers, worry about reaching an audience that is passionate about the topic being discussed and presenting your message in new and compelling ways.