"You can build a brand very fast now, especially with bloggers and how fast images can get out - the message just goes out faster and stronger than ever before."

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Who are these bloggers? They're not trained editors at Vogue magazine. There are bloggers writing recipes that aren't tested that aren't necessarily very good, or are copies of what really good editors have created and done. Bloggers create a kind of a popularity but they are not the experts. We have to understand that.

— Martha Stewart