When I wrote my post about Carat Interactive’s new blogging practice I had in mind the traditional sense of the blog and therefore mocked it as an unnecessary service for most companies.

After further thought, the timing of Carat’s press release was synched with the hype over Audi’s new Stolen A3 blog and accompanying ad campaign

Audi’s campaign introduces the new A3 wagon to American consumers through a mystery that entices consumers to get involved and solve it via clues on Audi’s blog. The first ad I came across for the A3 mystery was on Cool Hunting The premise is pretty exciting and blends Alternate Reality Gaming open source marketing OpenSourceMktg and blogging.

The trend of using blogs to advertise is really on the rise — and it makes perfect sense as both bloggers and blog readers are generally tech-savvy, affluent, influential, early adopters.

According to Pew Internet and American Life Project an organization that studies the social effect of the Internet, 7% of the 120 million U.S. adults who use the Internet say they have created a blog and 27% of that 120 million say they read blogs — and those numbers are rising rapidly.

Another sign that blogvertising is heading into the main stream marketing mix is an article in AdAge yesterday, which says that P&G is launching a new campaign for a body spray product that incorporates blogs and iPod giveaways. So I apologize for second-guessing Carat Interactive’s intentions. The blogvertising bandwagon is leaving the station, so get ready to fork over some cash for a ticket.