John Battelle, founding editor of Wired and founder of the Industry Standard, plans to launch his blog media company, FM Publishing, in the next month or so, writes paidcontent, citing a Mercury News story. Battelle said FM's aim is to serve as a "proxy publisher" for bloggers and groups of bloggers who do not have the time, expertise or inclination to market themselves and their work to advertisers. FM will work with advertisers to help bloggers build revenue.