I have been praising Swedish daily Norra Västerbotten before for their way of initiating a dialogue with readers via a (proper) blog. They have also invited readers to blog on the web site. Today I read that the blog of editor-in-chief, Sofia Olsson Olsén, has 640 subscribers. That may not sound a lot, it’s just above 2 per cent of the paper’s total circulation of 29,400, but I think it is quite impressive. Not many Swedish blogs can compete with 640 subscribers. Well done.