Blogs Can Be An Online Shopper's Pal; Offering Unique Advice; Emerging group of Web logs are designed to help consumers make choices.(INTERNET & TECHNOLOGY)

Publication: Investor's Business Daily

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Byline: LISA SCHMEISER

Online shopping is touted as a time saver and a means to find the perfect, unique item. These two goals had conflicts -- until recently.

Enter the personal-shopping blog.

In an online shopping landscape cluttered with vendors and portals pitching an overwhelming array of things to buy, these sites stand out for what they don't have: a lot of recommendations of things to buy. Mostly, they give people tips on one, maybe two items that might be worth purchasing.

"There are two things about shopping -- there's finding what you need quick and easy, and then there's getting what you want," said Michelle Madhok, founder of the online personal-shopping blog SheFinds.

Blogs stand for Web logs. These are personal Web sites in which people write about . . . well, just about anything. Some folks use...

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