Something very interesting happened this week, the Nation Media Group invited bloggers to the launch of their new Hela Card. is currently the 10th most visited site in Kenya with 30 million hits a month. Of all the corporate entities in Kenya, Nation should be the least likely to require the attention of bloggers in order to get their message online, but they did.

This is an indication that it’s not the number of hits that count, but the quality of those interactions. Bloggers and their readers form a niche community that corporates are now beginning to take notice of and target.