I think what really scares most educators when it comes to doing anything online is that it still seems that setting up a website is this big black hole where all your time is going to be spent. Even though a lot of us try to use technology in the classroom, with all the fancy multimedia presentations, writable projector screens etc etc, when it comes to thinking about becoming a publisher people just get stuck and frozen to the spot.
I’m personally using wordpress for my website and my blog and I can say after a rather steep 1-2 month learning curve, its now become second nature. Nothing more difficult than thinking about how to create lesson plans for middle school kids!
Honestly, IMHO, getting oneself out on the web is the quickest and best way to influence large numbers of people if you are an educator that is truly passionate about what you do.