You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Playing Dodgeball With Gawker -- and Other Cheap Thrills in the Big Blog Era Why Major Brand Marketers Back Bloggy Mischief-Makers and Playground Bullies By Simon Dumenco, Published on June 28, 2010 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.