Trade press concerns about blogging

April 17th, 2009 by Wendy McAuliffe

The digital marketing trade press has embraced blogging to varying degrees. While Haymarket has recently relaunched many of its magazine websites and simultaneously stepped-up the intensity of its blogging, other publishing houses are yet to rollout blogs for their flagship titles. Magazines such as NMA and Marketing Week, for example, are still without blogs.

What’s apparent is that some trade publishers have been nervous about blog content undermining the value of their magazine and online editorial, often failing to grasp where blogging can add value.

Having been following the progress of the Haymarket blogs and watching what other trade publishers are doing, as well as discussing the practicalities of blogging with journalists in our sector, I thought it might be helpful to offer some insight into some of the shared concerns, and for what it’s worth, my views on how these problems can be addressed…

* New demands for journalists to produce magazine and online content are high enough. Adding blogging to the list will lead to poorer quality of writing and less time for investigative reporting - this is a genuine concern that is shared by every trade editor I speak to, and journalists are similarly reluctant to take on extra writing responsibilities. Compile this with the recent redundancies that have taken place across most trade media, and the average journalist is over-worked and over-stressed.

However, this line of argument is missing the point about the role blogging plays in news consumption, and failing to acknowledge what magazine audiences want nowadays. Blog content can be equally as important as magazine coverage, if not more. Now is the time for publishers to be re-evaluating their content priorities.

* If content is now being broken online and followed-up in the magazine, what can we write about in a blog?- every new blogger worries about finding subject matter to write about, but journalists shouldn’t really have this problem! As a former trade journalist I know so many stories never make it into the magazine, or you have fascinating conversations with contacts that you wish you could do something with editorially. A magazine blog can be the perfect place to write about titbits of information that might otherwise get lost, or to start debate on subjects that you might feel passionate about. Although magazine editorial guidelines will most likely still need to be adhered to, the blog should be a place where journalists can publish independently and have a bit more freedom with subject matter.

* Blogging just doesn’t draw in the level of traffic that we’d like -magazines that have tested the water with blogging, but not dived in wholeheartedly, often cite this as a reason for delaying the launch of a proper blog. There can be many reasons for a magazine blog not taking off properly, but frequently the reasons are that the blog is hidden away on the website and not signposted clearly enough, that content is not interesting or updated frequently enough, and that measures have not been put in place to share the content socially or allow for comment and conversation.

* There’s no budget for professional blog set-up or consultancy, so we’re looking into it ourselves - it’s clear that times are tough for the trade publishing industry, and having worked on a trade magazine, I know what a battle it can be to make money available for these sort of projects. I would argue that this is a sign of a blog not being given the priority it should be, but that isn’t offering a useful solution to the problem.

Launching a magazine blog is a serious business (well it should be) and it’s important to bring in experts who know what they’re doing. It’s crucial that you have advice on the platform you’re going to use, as well as how it’s going to be designed and optimised etc. Particularly within the digital marketing industry, I’m sure there are companies out there who would be willing to advise the likes of NMA etc on a blog strategy for free. Now is a time to make the most of your contacts!

* We’ve already added ‘comments’ to our stories, so why do we need to blog? -this is probably the lamest excuse that I’ve heard for not blogging, but it’s come up a lot in conversations that I’ve had! If you’re a reader of sites such as NMA.co.uk and Revolutionmagazine.com etc, you’ll know that stories very rarely receive comments. Ticking this box is not a reason to delay launching a blog.

                              

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Mzinga backlash: Is Twitter a reliable journalist/blogger source?

March 18th, 2009 by Wendy McAuliffe

Respected blogger and Forrester analyst Jeremiah Owyang came in for a bit of a battering yesterday when he published a blog post about social software company Mzinga, claiming he’d received multiple reports (”over four direct messages or emails”) that the company was in trouble. Please read the full post by Jeremiah.
The post has received 75 [...]

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Marketing trade press set for shake-up

February 12th, 2009 by Wendy McAuliffe

Stories of journalist and newspaper cut-backs are rife, and over the past few days the UK marketing trade press has been the latest casualty.
Centaur has made the decision to close its magazines Precision Marketing and Brand Strategy, while Marketing Week is undergoing a major staff reshuffle. New journalists to be joining the Marketing Week team [...]

Posted in Blog, Industry events, Journalism, Uncategorized | 1 Comment »

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PR case study: Bringing ROO to Europe

February 6th, 2009 by Wendy McAuliffe

We like to let you know when new resources are added to our website, and this week we’ve uploaded a case study featuring a European launch campaign that we managed for ROO, now known as Kit digital.
ROO was one of the early pioneers of online video publishing and distribution. Formed in 2001 and publicly listed [...]

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Stephen Fry becomes 2nd most followed person on Twitter

February 3rd, 2009 by Wendy McAuliffe

It’s official - British comedian/presenter Stephen Fry has become the second most followed person on Twitter. With over 106,000 followers, his only rival is Barack Obama.
In fact as I’m writing this post, Fry is Tweeting live from a talk that he’s giving at the Apple store on London’s Regent Street. He leaked news of the [...]

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