Thought experiment: Someone hands you six book reviews, all neatly printed. Turns out the one you find most persuasive first appeared online and was written by a blogger. Now wouldn't you then check out that blogger? And if you did, and found his reviews consistently reliable, might you not prefer to read his reviews than those that appear elsewhere? In times past, that blogger's reviews might never have come to your attention. Readers are now able to serve as their own acquisitions editors. As for word-of-mouth, the person who recommends something to you is someone whose judgment you know something about, have a sense of. The reviewer in the paper is a byline.
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