Anchor:  Old-fashioned people like me may be wondering why on earth anyone would want to publish their private thoughts on-line, for the whole world to see.  At the same time though, the more market-minded are already looking at celebrity blogs as new business opportunities.    Shen Ting continues the story.

Tang Xin is the boss of an advertising company in Beijing.  Ever since discovering that Xu Jinglei's blog has received more than 10 million clicks, he has been trying to get in touch with her: 
 
"Xu Jinglei's blog enjoys such huge popularity that it has become a perfect spot for placing an advert. We first got in touch with Xu Jinglei's agent, then sina.com, the web portal which provides Xu Jinglei with a blog service. Unfortunately, neither of them informed us as to whom we could send our advertisement, or to whom we could pay an advertising fee."

Throughout Tang Xin's whole career, this is an absolute first – he has the money for an advert, but he doesn't know to whom he should pay the money. From his point of view, this has arisen because the matter of ownership for which Xu Jinglei's blog is utterly unclear.  Indeed, Tang desperately wants to know, Who owns Xu Jinglei's blog, the service provider Sina.com, or the content provider Xu Jinglei?

Chen Tong is one of the initial founders of Sina.com, and now the person in charge of its blogging business. In his opinion, any advertising revenue should undoubtedly go to Sina.