Corporate blogs or corporate magazines?

Sasha Plushenko writes in his LJ about how Google called him to speak as a guest star in the Russian corporate blog, but changed his mind.
What Google has sailor there and what has left - the tenth matter, another question interests me.

When companies order professional texts in corporate publications, it is clear to everyone that this is such a genre.

And the order of professional texts signed by the author-journalist in the corporate blog: is it a format or not format?
Do you know other such examples besides the story told by Sasha?