Penn Media has announced that it will publish fifty of its flagship owned and operated ezines as blogs. The company has contracted with Pheedo, Inc. to guide them through the evolution and provide RSS and Weblog advertising services. Penn Media plans to continue publishing the ezines and run them concurrently, but allow readers to communicate with each other through the blog. This is intended to foster the community that surrounds the subscriber base. The company plans to drive traffic to the blogs via its newsletters. Penn Media and Pheedo believe that combining blogs, RSS feeds, and ezines pushed to subscribers is a new multi-publishing technique that creates unique advertising opportunities across all properties.