Chief executives find worldwide audience through blogging

At the helm of Sun Microsystems Inc., Jonathan Schwartz became "un blogeur" recently when he started publishing his blog in French and nine other languages.

Schwartz, whose Web journal attracts 50,000 viewers each month, says going international will generate new customers and attract prospective employees in Europe, China and elsewhere. That puts the 40-year-old CEO at the vanguard of a trend in corporate communications, one that tears down barriers between executives and the general public.

"The blog has become for me the single most effective vehicle to communicate to all of our constituencies — developers, media, analysts and shareholders," Schwartz said in his Silicon Valley office. "When I go out and have dinner with a key analyst on Wall Street or a key investor from Europe and ask them if they’ve read my blog, they almost universally say yes."

By RACHEL KONRAD
THE ASSOCIATED PRESS

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