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Blogging
Reporting in the Web 2.0 Era
Who Am I?

• Head of Blogging for RBI
• 13 years of B2B journalism
• Before that student mags, school mags
• Started first magazine when I was 7
And…

• Started first blog in 2001 (on Livejournal)
• One Man & His Blog: 2003
• Now running 5 blogs on a range of subjects
• Only one of those is “paid”
What is RBI?
• UK’s largest B2B publisher
• Publishes around 50 magazines
• Titles include New Scientist, Farmers
  Weekly, Estates Gazette & Flight
  International
• And down in the “Have I Got News For
  You” pile: Poultry World, Utility Week etc
What is B2B?

• Trade Magazines
• Providing information & services for
  profession communities
• Profitable, but unglamorous end of
  magazines
Community
      “We do not create
        communities.

We merely provide services for
communities that already exist”
Show Me The Money
    National Newspapers


       B2B Magazines


    Consumer Magazines

     Local Newspapers
What is blogging?
“Rants written in
bedrooms by weirdoes
      like…”
What is blogging?
Two Ideas

 “Interesting”

“Conversation”
The Hierarchy of
       Interesting
• A link
• A photo
• A video
• Any of the above with context
• Discussion
• Opinion
Conversation
Conversation
Conversation
Conversation
    ≠
  Opinion
Conversation
         =
Discussing topics of
  mutual interest
OM&HB
Property Week
EGi
What are we doing in
                 ?
Why?
       Print           Web




2005
         2006
                2007
                             2008
The Role of Social
     Media
    Forums    Blogs         Articles



               10%


                      24%

        66%
The Role of Social
     Media
  Forums         Blogs     Articles




                     27%

           53%


                    20%
The Role of Social
     Media
  Forums         Blogs         Articles




                         34%
           45%



                 21%
The Good Old Days
    How We Miss ‘em
Competition

Stuff Journal   Stuff Gazette
Competition


Stuff Weekly    eStuff
   Online      Gazette
The Conversation


Your
Site
Distributed
  Space


 Public
 Space

 Closed
 Space
Private Space
        Akin to a house
      Content is “hidden”
Social networks, members-only
  forums, sites with privacy
         “your space”
Public Space
      Akin to a pub
        Open to all
    Hosts have control
Forums, sites with comments
        “our space”
Distributed
     Space
No physical world equivalent
     Traffic moves freely
   Free form conversation
Blogs, wikis, microblogging, IM
        “my space(s)”
Distributed
  Space


 Public
 Space

 Closed
 Space    Your Site




                      Blogs
Why?

 To link your site with the
wider internet conversation
In 3 years
• Over 120 blogs
• 4 sites run entirely using blog software
• On some sites the majority of editorial
  traffic is on the blogs
• Rapid growth in traffic and commenting
• Some blogs gettings 500,000 page
  impressions a month
What Works?

• Find a niche
• Find an enthusiastic blogger
• Post regularly
• Provide a range of content
A good blogger is…
• Inquisitive
• Communicative
• Honest
• Enthusiastic
• Social
• Informed
Beat Blogging
• The reporters notebook in public
• Links, pics, video and stories from their
  beat
• Break news here, then link to the
  traditional news story
• “home page” for that topic
The Expert Blog

• Deep coverage for enthusiasts
• Requires an extensive depth of knowledge
• Greater percentage of generated content,
  rather than linking
• Perfect for pissed old hacks
The Group Blog

• Covers a wide range of topics
• Needs a large volume of posts
• Posts need to be really, really good
• Very hard to make work
• Works brilliantly when it does
Some Context

• Forums (ours and others)
• Social Media Outreach
• Twitter
• Watching and learning
The Big Scary Bit

• Team restructuring
• Cost rebalancing (you’re sacked)
• Training
• Recruitment (where’s your blog?)
• Some titles may not survive
Digital Journalism
• Your laptop is your desk
• Get out there and report
• Use your judgement on the right medium
• Develop stories, don’t finish them
• Continue to talk to your readers all the
  time
Adam Tinworth
    adam.tinworth@rbi.co.uk

        One Man & His Blog
http://www.onemanandhisblog.com

         Twitter: adders
        AIM: journoadam
       and many others...

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Journalistic Blogging

  • 2.
  • 3. Who Am I? • Head of Blogging for RBI • 13 years of B2B journalism • Before that student mags, school mags • Started first magazine when I was 7
  • 4. And… • Started first blog in 2001 (on Livejournal) • One Man & His Blog: 2003 • Now running 5 blogs on a range of subjects • Only one of those is “paid”
  • 5. What is RBI? • UK’s largest B2B publisher • Publishes around 50 magazines • Titles include New Scientist, Farmers Weekly, Estates Gazette & Flight International • And down in the “Have I Got News For You” pile: Poultry World, Utility Week etc
  • 6. What is B2B? • Trade Magazines • Providing information & services for profession communities • Profitable, but unglamorous end of magazines
  • 7. Community “We do not create communities. We merely provide services for communities that already exist”
  • 8. Show Me The Money National Newspapers B2B Magazines Consumer Magazines Local Newspapers
  • 10.
  • 11. “Rants written in bedrooms by weirdoes like…”
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 22. The Hierarchy of Interesting • A link • A photo • A video • Any of the above with context • Discussion • Opinion
  • 26. Conversation ≠ Opinion
  • 27. Conversation = Discussing topics of mutual interest
  • 28. OM&HB
  • 30. EGi
  • 31.
  • 32. What are we doing in ?
  • 33. Why? Print Web 2005 2006 2007 2008
  • 34. The Role of Social Media Forums Blogs Articles 10% 24% 66%
  • 35. The Role of Social Media Forums Blogs Articles 27% 53% 20%
  • 36. The Role of Social Media Forums Blogs Articles 34% 45% 21%
  • 37. The Good Old Days How We Miss ‘em
  • 38. Competition Stuff Journal Stuff Gazette
  • 39. Competition Stuff Weekly eStuff Online Gazette
  • 41. Distributed Space Public Space Closed Space
  • 42. Private Space Akin to a house Content is “hidden” Social networks, members-only forums, sites with privacy “your space”
  • 43. Public Space Akin to a pub Open to all Hosts have control Forums, sites with comments “our space”
  • 44. Distributed Space No physical world equivalent Traffic moves freely Free form conversation Blogs, wikis, microblogging, IM “my space(s)”
  • 45. Distributed Space Public Space Closed Space Your Site Blogs
  • 46. Why? To link your site with the wider internet conversation
  • 47. In 3 years • Over 120 blogs • 4 sites run entirely using blog software • On some sites the majority of editorial traffic is on the blogs • Rapid growth in traffic and commenting • Some blogs gettings 500,000 page impressions a month
  • 48. What Works? • Find a niche • Find an enthusiastic blogger • Post regularly • Provide a range of content
  • 49.
  • 50.
  • 51.
  • 52.
  • 53. A good blogger is… • Inquisitive • Communicative • Honest • Enthusiastic • Social • Informed
  • 54. Beat Blogging • The reporters notebook in public • Links, pics, video and stories from their beat • Break news here, then link to the traditional news story • “home page” for that topic
  • 55.
  • 56. The Expert Blog • Deep coverage for enthusiasts • Requires an extensive depth of knowledge • Greater percentage of generated content, rather than linking • Perfect for pissed old hacks
  • 57.
  • 58. The Group Blog • Covers a wide range of topics • Needs a large volume of posts • Posts need to be really, really good • Very hard to make work • Works brilliantly when it does
  • 59.
  • 60. Some Context • Forums (ours and others) • Social Media Outreach • Twitter • Watching and learning
  • 61.
  • 62. The Big Scary Bit • Team restructuring • Cost rebalancing (you’re sacked) • Training • Recruitment (where’s your blog?) • Some titles may not survive
  • 63.
  • 64. Digital Journalism • Your laptop is your desk • Get out there and report • Use your judgement on the right medium • Develop stories, don’t finish them • Continue to talk to your readers all the time
  • 65. Adam Tinworth adam.tinworth@rbi.co.uk One Man & His Blog http://www.onemanandhisblog.com Twitter: adders AIM: journoadam and many others...