A midnight marketing news snack to tide you over til morning:

• Yet another reason why you should consider using product reviews: Peer reviews help to increase consumers’ brand trust.
• LonelyGirl15 Part Deux: KateModern. The Bebo-based online video serial is from the same people that did LonelyGirl last year, but this time they’re not keeping us in suspense about whether or not it’s real. But, as Red Herring put it, they are “creating a richly drawn world where real and fake become difficult to decipher.”
The New York Times catches up, but Pownce is so yesterday.
• After last week’s in depth look at Facebook, Read/WriteWeb is taking a look at Yahoo. The series is called “100 Days for Yahoo,” but that’s from a quotation by Jerry Yang after their Q2 announcement, not how long RWW’s Yahoo week will last. (What? I was seriously wondering that when I saw it.)

I wonder if Ask’s parent company is regretting spending the big bucks on Crispin, Bogusky + Porter yet—increased advertising costs for Ask.com was one of the many factors cited in contributing to poor results in this year’s Q2, as reported today.

Overall, InterActiveCorp’s revenue rose 5.6% over last year’s Q2, to $1.51 billion (after adjusting for “special items and one-time gains,” as Reuters put it). Their net profit nearly doubled to $95.97 million, up from $53.8 million last year. However, this growth only represents a one-cent increase in earnings per share over last year’s (and falls one cent short of analyst’s expectations).

Wow, it’s the last day of July already! Ok, you’d better read this news item quick as they’ll turn into mice at midnight tonight.

• WebTrends releases a new version of their Marketing Lab web analytics product.
• Mark Evans suggests that the music industry no longer needs fear peer-to-peer networks. It’s social networks that are sharing illegal music.
• Not only are more of us using social networks, we’re spending more time on them that ever before.