Book publisher W.W. NORTON & CO originally created this blog for students and teachers of sociology, and it is informative and quite accessible for those familiarizing themselves with this field. Visitors will find its pledge to "keep things interesting" refreshing. The pledge is accomplished by ensuring that "all of the posts on this site will pass the 'so what?' test that some academic research frankly does not." The blog entries are written mainly by those individuals who have doctoral degrees in sociology, along with a smattering of posts by sociology students. Visitors who prefer to get their daily dose of sociological thought in video form should check out the "Video" tab to watch sociologists speak on a range of news stories and other timely topics. The videos are generally just a few minutes long, and have recently covered such topics as "Commodifying the 'Ghetto'," "Communities Becom[ing] Poverty Traps" and "Fears about Halloween Candy Poisoning."