Business Week story on blogging is updated
BlogKing March 2nd, 2008
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The seminal cover story “Blogs Will Change Your Business” from May 2005 has gotten a refresh.
New facts:
Yes, there were 9 million, but how many of them were active? Probably only a fraction. In early 2008, says Technorati Chairman David Sifry, the search company indexes 112 million blogs, with 120,000 new ones popping up each day. But only 11% of these blogs, he says, have posted within the past two months. That means the active universe is closer to 13 million blogs. Kevin Burton, CEO of FeedBlog, argues that the number should be lower, from 2 million to 4 million blogs.
Factoring in inactive one and 99% that are spam blogs still leaves 40 legitimate new blogs a day.
The divide between the publishers and the public is collapsing. This turns mass media upside down. It creates media of the masses.
Sitting in his office at Edelman PR (he switched jobs in 2006) overlooking Times Square, Steve Rubel says that blogs have turned out to be less important for companies than he anticipated. “Outside of tech,” he says, “big companies didn’t jump in. They viewed the blog audience as niche. They weren’t ready to be open, transparent, and loose.” For advertising, he says companies are more drawn to social networks, where they have the potential to reach millions of customers. (We should stress that social networks, a megatrend in media, is not even mentioned in this 2005 story. The emergence of Facebook, MySpace, and others is one reason we should take “blogs” out of the headline.) In fact, it’s worth mentioning that Rubel doesn’t blog nearly as much as he used to. He regards blogs as just a piece of his communications arsenal. He uses it for longer pieces. For the short stuff, he sends out bursts of thought and links to what he’s seeing and reading on Twitter, a microblogging technology.
Google entered the industry in summer 2006. But more meaningful than its stand-alone blog search was its growing ability to incorporate blog posts with Web search. Google is helping to erase the distinction between blogs and the rest of the Web. In doing so, it extends its dominance.
Blogs have become a staple of mainstream media. BusinessWeek has 20 of them. Publications of all sizes mix blog posts with other news, both online and in print. We’re getting bloggier. And more and more publications are subscribing to services that link to related content. These links steer readers away from the media sites, which would have seemed unthinkable until recently for mainstream publishers. Why do it now? Because if sites provide interesting links, the thinking goes, readers will return. One telling example: The New York Times runs Blogrunner.com, a site that aggregates everything from Times articles to blog posts. Still, big media is not dominating blogs or social media by any stretch. No one is. At the same time, certain blogs are turning into influential and lucrative media businesses.
Blogs are also a good tool to stretch a publication’s content and expertise, to provide different angles on stories, and to venture into new forms of media. In a sense, blogs and related social media provide laboratories for experimentation, new products, and, above all, new relationships with readers and viewers.
I think this portends a merging of blogs and other social media sites. It is just a matter of time before the OpenSocial platform is adopted by blog engines, like it is being added to Facebook and LinkedIn this year.
