Google released its new version of Blogger this weekend. (Illustration from Danhon.com.)

Its aim is to keep blogging simple. You can blog via e-mail. There are new templates and profile pages.

But if you have blogged before, as I have, you will still find that other tools are still much better. Movable Type is better. Radio is better. Scoop is much, much better.

And that's why I say that Blogger founder, and now Google officer, Ev Williams must go.

This is not the way to build a brand. You don't just expand in breadth. You have to expand in depth.

And there are lots of ways in which to do that. You can create community tools. You can improve RSS feeds. You can create a business model.

There are also ways in which Google could have boosted blogging other than releasing new software.

It could have integrated blogs into Google News, for starters. It could have created an RSS search function -- easy peasy.

The fact none of these things have been done has to go down to the person at the top. Google is run with enormous autonomy. Ev Williams has had a year to prove himself. This is what he came up with. It's not good enough.

He has to go.