Blogs become ‘media properties’
October 2nd, 2007 • Media
A new chart shows the power of blog-powered technology sites against traditional online media, with several home-spun players now giving the BBC and CNet a run for their dollar.If you’re a habitual consumer of technology sites, none of the findings will come as a shock. To my eyes, the real interest comes in the comment over at Read/Write Web…
I’ve been referring to Read/WriteWeb as a “media business” or a “media property”. R/WW used to be a blog, back when I was the only writer and I blogged in the evenings. But sometime last year, it became my full-time job. Then it became a business, and now it’s a media property. Let me clarify one thing though - I’m still a “blogger”, as are Marshall and Josh and the other R/WW writers. But Read/WriteWeb has evolved into something different than a blog, which is traditionally thought of as the voice of a single person.Dave Winer, one of the pioneers of blogging, also says that the voice must be unedited. This is clearly not the case with R/WW, which has multiple bloggers and also a strong editorial stance. The same is true at Techcrunch, Gigaom, PaidContent et al.
Beyond Blogs: Old & New Media Converge
As an employee of an established publisher making its way in a new landscape (quite successfully, I should add), I find the fledging steps being taken by the New Blogs fascinating. The term ‘blog’ must be replaced soon: it is still tainted with the image of a loner in an attic recounting adventures with his Airfix kit to an audience of zero.
The New Wave is far closer in cut to traditional sources: the likes of ValleyWag and Read/Write Web are investigative and authoritative. Their writers live in their markets, and show care in providing a sound service for the reader. They are far closer to being specialist news services than they are blogs.
On a purely physical level, one thing that defines them as such is their page structures: a multi-post landing page, followed by linked single pages (unlike CNet or the Beeb, which are driven by industrial strength databases). I don’t doubt that the New Wave will ditch their restrictive formats, as soon as money allows.
There’s one other factor that distances them from traditional sources, namely the more pervasive inclusion of analysis. Perhaps there’s a lesson here for the mainstream press: the bloggers hitting prime time have kept their conversational approach, preferring to inject some of themselves into their tales.
At their worst, they vanish into internal debates that have no relevance to the audience. But at their best, they offer a narrative that purely objective news delivery cannot equal.
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