How much a blog is identified by the author's opinions differs. Some bloggers -- Matt Drudge is an example -- have made a name for themselves by publishing their opinions. Other bloggers take a less opinionated approach to the content.
Why You Should Pay Attention to Blogs and Blogging
The interesting thing about blogs, especially for young media professionals coming up in the business, is that many of them have provided people on the outside of the media world a way in. Not only are there stories about bloggers who've gotten book deals from tinkering online -- former Washingtonienne blogger Jessica Cutler is an example -- there are others who got attention for their work and parlayed it into jobs at more established magazines and newspapers. (New York Magazine, which now employs two former Gawker editors, did an interesting piece awhile ago about some of the New York bloggers making names for themselves. The article highlights how some people got their writing noticed by launching an insightful, well-written blog.)
How to Get a Job as A Blogger
In many respects, it can be easier these days to get a job blogging at many companies. As stated above, media companies are expanding their online presence and many are looking to bring on writers and reporters to run blogs. Like finding other media jobs, look on the job boards for full-time positions in the field. Also, to get experience blogging, either start your own blog, or look for unpaid work as a blogger. Just as clips are needed to land editorial jobs, blog posts from your own site (or someone else's) will probably be necessary for landing a job blogging for a company.