In Richard Laermer's Punk Marketing manifesto, there are seemingly two conflicting planks. (Actually, this happens with a lot of marketing books. Seems like many of the "22 Immutable Laws" contradicted each other.) On the one hand, Richard urges marketers to use the tools of the revolution - in this case, podcasts, blogs, etc. On the other, he warns about not being seduced by technology. That is, don't just do blogs or stream video because everyone's doing it. In fact, a bad blog is worse than no blog at all.
And that's why it's impressive to see what a cool, engaging, compelling DJ blog can be. Case in point: Andypants, the overnight guy on X96 in Salt Lake City. It's smart, funny, and it's a great use of the space. There's nothing tactical about it, and that's just the point.