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Blogs
The blogification of print mediaPosted by Joel Martinsen, June 25, 2007 10:32 AM
From Fang Jun at MindMeters: An opinion marketplace transformed by blogsby Fang Jun / MMIn the Chinese world, blogs have brought great changes to the opinion marketplace and to columns in the media. Here's a short investigation into one small area. Several weeks ago, Ye Ying exclaimed that (paraphrased): "the lifestyle 'chatter' page of The Economic Observer, begun in 2002, no longer has any value. It has been replaced by blogs, and though the page is still produced, the writing style of the articles has been blogified." In the past, that page included columns on life, one thousand characters apiece written by lots of columnists. They wrote about movies, life, play, and culture, and the writing itself was paramount. The commentary page of Southern Weekly had similar content and was once highly sought after; Shen Hongfei's fame is due in no small part to his column on that page. This media content has been hit hard by blogs. We can look at this from two sides. First, from the side of the audience, it was all cliquish content, only of interest to a specific group of people, and there were different groups for each of the many columns on the page. Blogs are better able to satisfy the demands of these groups; readers can read just the content that they are interested in. Then, from the side of the writers: the writers that compose these columns for the media lag behind the legions of bloggers in terms of the diversity, interest, novelty, and reader relevance of their lives and thoughts (you could say that their position as experts has disappeared). Frequency-wise, there is too much time between column that appear in the print media once or twice a week. Blogs have a much higher frequency. Moreover, using an RSS reader makes reading even more convenient - when there are new blog posts you will notice them automatically. Such content is still prevalent in the media, but putting blogified articles in newspapers and magazines is meaningless. Uniqueness is what is needed:
One slight tangent: many people's blog-reading experience is similar to how they read chatty columns. Their decision whether or not to read something is based not on the topic, but rather the author, because this is the only way to guarantee the quality of what they are reading.
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