:::renaissance chambara:::

Posts on quality, life, culture, the media, news & tech with a twist & a slice of Limey. I moved my blog to http://renaissancehambara.jp in December 2006, go there for the latest content.

Saturday, February 18, 2006



Some of the more evangelical talk around blogs has them shaking the world of media apart. I found blogs an interesting way of communicating and making personal publishing easier than ever.

I felt over time that blogging would affect companies reputations because of search engine rankings and would occasionally drive the news agenda.

To use two examples:
However there is a limited opportunity to create a media empire from it:
In the same way that the net stratified out into having its own media establishment, so blogging has allowed a few people to join them. I've said before that the goldrush to corporate blogging reminded me of a similar rush a number of years ago on corporate webcasts and online press rooms. I am inclined to think that the business opportunity for high priced consultancy in these areas has passed.

Bottom line, am I likely to subscribe to an RSS feed of a blog allegedly written by the CEO of General Motors? No more than I wanted to watch their first webcast six years ago, unless I was an analyst or journalist looking at the automotive sector.

Blogging has joined the PR toolbox along with media alerts, press releases, webcasts and white papers; the difference is that the audience has to go and demand the content by clicking on a web link or subscribing to a feed in order to get it rather than receiving an email or snail mail package. In the same way that Daniel Gross talks about blogging firms selling out at the top of the market or taking venture capital funds for everything that they can get you can see a similar pattern in agency blogging:

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