Front page headline on today's Wall Street Journal: To Create Buzz,
TV Networks Try A Little 'Blogola'

TV critics have called "The New Adventures of Old Christine" one of the decade's funniest comedies. But when CBS recently wanted to create buzz for the show, critics weren't the targets of the publicity campaign.

Neither were newspaper feature writers, whom a publicist for the show's star, Julia Louis-Dreyfus, declared weren't "worth her time."

The so-called "mommy bloggers" were another matter. Warner Bros., the studio that produces the show for CBS, identified 12 blogs about motherhood, a key theme in "Old Christine," and invited the writers to spend the day on the set. The bloggers got free DVDs, watched a rehearsal and made videos with Ms. Louis-Dreyfus and other cast members to post on their sites. "It was totally rad," says Yvonne Marie, the publisher of a Web log called Joy Unexpected.