(Editor’s note: This is the second in a periodic series on digital storytelling techniques. Part 1 covered immersive content.)
NOTE: Poynter’s Steve Outing also is a columnist for Editor & Publisher Online. Recently, he wrote a column suggesting that newspapers give weblogs to all editorial staff (read the column here), which generated considerable discussion and controversy. This article advances the conversation about news weblogs and introduces new ideas. (In other words, if you read the E&P column, don’t skip this. It’s on a whole new topic.) |
Weblogs are growing up. While some people in the news industry still may be unfamiliar with the term, weblogs or “blogs” are a mainstream phenomenon in the Internet world. They’re not yet fully utilized in the news industry, but elsewhere weblogs are a common and widely used new piece in the Internet publishing puzzle. (If you’re one of those who don’t yet fully understand the term, follow the “What is a weblog?” link in the box below.)
So now that we’re beyond the baby stage, let’s dig deeper and examine what you as a publisher can do with weblogs. In this article, I’m going to attempt to develop a taxonomy of weblogs. I’ll categorize the types of blogs we’ve seen, and offer news-specific suggestions of how weblogs can be implemented at news-related websites. I’ll also offer examples of each type, when possible.
(Before I get into the types of weblogs, let me acknowledge two weblog experts who helped me understand this new form of online content: John Hiler, a software consultant and editor/writer of Microcontent News, a weblog/newsletter about the weblog world. And John Robb, president and COO of Userland, a software company that produces an application and service used to publish weblogs. They both contributed much of the knowledge to make this package of articles possible.)
Related Stories: |
1.) The basic weblog
OK, let’s start with the simplest form of blogging: the single writer contributing regular short items on a specific topic. There are weblogs produced by a single person on nearly every topic imaginable. Celebrities like Al Roker (NBC Today Show) and William Shatner (Star Trek’s Captain Kirk) regularly contribute essays and thoughts to their blogs, to satisfy their loyal fans. Everyday people publish blogs — from college students to teachers to housewives to consultants to plumbers to radio disc jockeys to athletes to journalists. Many weblogs are produced by people who are experts in a specific topic. Jim Romenesko’s MediaNews weblog, which covers media industry news and is one of the longest-running blogs (now hosted by Poynter.org), is a classic example.
2.) The group weblog
This is a simple variation of the basic weblog, with multiple writers contributing — sometimes with an editor screening and editing others’ entries, sometimes without. This form of blog can create some exciting content, as a group of minds tends to be more thorough in covering a topic area than one, and group bloggers interact with each other within the confines of the weblog, which make for some fascinating back-and-forth discussion.
3.) Family and friends weblogs
Weblogs are insanely popular among families and groups of friends. The typical family weblog is a group weblog where the members who are allowed to contribute are part of a family — typically spread out geographically. Weblogs are popular among close-knit groups of friends who no longer live in the same area, such as college or high school buddies who’ve separated after graduation.
4.) Collaborative weblogs
Definitions of types of weblogs are a bit squishy, to say the least. A collaborative weblog is similar to a group blog, and not everyone will agree on how the two are different. I define a collaborative blog as a weblog that allows anyone to join in and post. They’re highly democratic.
5.) Photo weblogs, video, audio, and cartoon weblogs
Most weblogs are text. There’s no reason they have to be so limited.
6.) Community weblogs
Remember community publishing systems on the Web? That was the concept of publishers providing easy-to-use Web publishing systems and disk space to community organizations — hosting their Web pages. Community publishing was big a few years ago, but died for lack of a sustainable business model. The inexpensive weblog may be a substitute that accomplishes the same goal.
7.) Business/corporate/advertising weblogs.
Here’s a revenue-producing idea for news sites: Host weblogs for local businesses and charge for it just as you’d charge for Web advertising.
8.) Knowledge base weblogs or ‘k-logs’ (intranets)
“K-logs” are one of the most exciting and useful types of weblog. Knowledge management has been given a major boost by the development of the weblog, allowing corporations to easily record and keep track of information that formerly resided with a limited number of employees or got lost in file drawers, voicemail, and personal hard disks. K-logs can be an important internal tool for news organizations.
Weblog categorization tools
One last thing worth noting involves the idea of grouping weblogs together and sharing relevant content. This is happening in the general weblog world, where weblogs are categorized and their content shared with other weblogs. When an item is published to such a shared weblog, the item also appears on other subscribing sites that request that content. (Techniques for doing this include RSS and using Javascript.) This is a way for a weblog on a specific topic to get content from other blogs that cover the same or similar ground.
Anyone who publishes weblogs — including news organizations — and wishes to get added exposure to their content should consider this weblog content syndication approach.
A few words about revenue
Whenever we bring up a new form of online content, the inevitable question arises: Can we make money with this? First, let me say that weblogs are a new form of compelling content that can enhance any news website. They bring in new voices, and weblogs are interactive so they bring in more audience participation. Whenever you enhance the quality of your website, there should in theory be a financial gain as the improvements attract more user traffic and loyalty (which can translate into monetary subscription fees and/or additional advertising).
That said, no one has yet figured out how to turn weblogs into a big money maker. Most personal weblogs are produced without a revenue model. Many weblogs by journalists are done during off-hours, because their employers don’t pay them to produce weblogs. (This is something I hope will change.)
There are potentially promising approaches, as outlined in this package of articles. Userland’s approach to partnering with publishers to sell weblog-publishing software and services and split the revenue is interesting, for example. A Weblog-only company like Blogger has attracted many thousands of people to its weblog-hosting service, and now it’s begun charging fees. Do Blogger, et al. get to have all the fun (and potential profits as the weblog business matures)? No, news publishers can get in on the act, too.
Corporate weblogs also show some revenue potential for news publishers, who can host weblogs for local businesses and advertisers who wish to establish an ongoing relationship with customers. Publishers can think of these weblogs as alternative (and possibly more effective) forms of paid advertising.
