B. Gregor, D. Kaczorowska-Spychalska, Commercial Use of Blogs 31 COMMERCIAL USE OF BLOGS IN POLAND IN THE LIGHT OF OWN RESEARCH Bogdan Gregor * , Dominika Kaczorowska-Spychalska ** Abstract Background. The changes in the process of communication that have been observed in recent years have forced companies to look for alternative solutions enabling them to reach a customer. A contemporary consumer does expect to get reliable opinions, recommenda- tions and relations based on mutual trust. Therefore, using external blogs in a commercial way is an area of growing interest. Research aims. The aim of the article is to determine the level and specificity of coopera- tion between companies/brands and bloggers in the process of communication with a client. Methodology. The article was prepared on the basis of literature review and the authors own research. The conducted research comprised of 412 blogs and was carried out by means of an internet questionnaire, which was related to the objective and research subject. The research was conducted in the period between 29.10.2013 - 12.11.2013. The obtained results were supplemented with the opinions of bloggers participating in the quantitative research. Key findings. Blogs have a huge marketing potential. However, for the process of commu- nication with a client to be effective, all aspects of cooperation between a company/brand and a blogger must be precisely determined, especially when non-standard actions are con- cerned. Keywords: Communication, Blog, Brand, Interactive media INTRODUCTION AND BACKGROUND We are living in a so-called, conversation economy or conversation age where brands must conduct a continuous dialogue  contact communities, constantly interact in multi-faceted relations (Jurkiewicz, Majewska, So‡tysiæska, 2012, p. 21). The development of IT technology and its wide- spread applications to a wide range of modern business areas determine the character and form of a conducted process of communication. One- way messages have ceased to be fully effective and the client awaits not only information but facts. What seems of crucial importance here is an interaction that offers a possibility of building and retaining relations with current and potential customers. With the excess of information on the web, people require a tool to make sense of it all. Social media is that mechanism (Qualman, 2013, p. 8). * Prof. dr hab. Bogdan Gregor, University of Lodz. ** Dr Dominika Kaczorowska-Spychalska, University of Social Sciences.