What could you call this but a “blog.” The word itself is so newly coined that trying to replace blog with another term – like jottings or journal—becomes an exercise in confusion. A blog by any other name would still be a web log.
It’s like that in branding, too. Sometimes people develop new names simply for the sake of change. New taglines, too. Yet there are times when I’m a fan of the “if it ain’t broke” philosophy.