Cover Story: Weird Science

"Twelve percent to 13 percent of our overall online revenue is generated from the blog," says Spangler, "which is probably 11 percent higher than it should be. But we're in a unique situation: We think with our metrics that they're actually finding posts that have something to do with what they're looking at. Then they're jumping over and buying. There's a number of assumptions that have to go into those kinds of statistics, but it was enough for me to continue to blog."