Revenue

  The blog for a company would most likely supliment existing revenue gained through internet and regular sales.  There are, however, opportunities to allow specific companies to advertise on your blog.  The concern would be control over the content; it would make no sense to advertise a competitor's (or potential competitor's) brand on the company blog.  There is opportunity through Ad Sense to customize advertisement space for your blog; the company gets to choose.  

  More profitable and longer-lasting revenue, however, can be gained through hand-picked advertisement through company partnerships.  The Google Analytics allow you to evaluate your revenue and narrow down the source.  These tools would prove useful for establishing a market campaign.