Law professors now agonize over whether blogging constitutes legal scholarship and what this will do to the legal academy. They needn’t bother. The real threat to quality comes not from the medium of blogging itself but from using citation counts, links, page views, and downloads as measures of merit. People won’t just apply these criteria to judge blogs. They will also apply them to standard-form legal scholarship online. Blogging, in fact, is sui generis. It blurs the traditional boundaries between scholarship, teaching, and service because it transcends the normal audiences and expectations of legal scholarship. Over the years, legal scholarship has become an increasingly self-contained community where scholars write only for each other. Bloggers have burst out of that model: they talk to many different audiences, they teach the world about law, and they perform a public service by drawing attention to the legal and policy issues of the day. Blogging may give scholars publicity that gets their work a look. But it will not by itself generate a scholarly reputation or make a scholarly career—at least, that is, until social and technological change thoroughly reconstitute our standards of merit. … The wrong question to focus on is whether hiring committees should count blogging as legal scholarship. The right question is how we should re-imagine our vocation as professors of law in light of new online media. Should we continue to speak mostly to ourselves and our students, or should we spend more time trying to teach and influence the outside world?