Uploaded byAdam Tinworth
Journalistic Blogging
This document discusses blogging in the context of business-to-business (B2B) journalism. It provides background on the author and their company, which publishes many trade magazines. It defines what B2B journalism is and discusses how blogging fits within that space. The author discusses why blogging is important, what makes a good blog, and different types of blogs including beat blogging, expert blogging, and group blogging. It also touches on using social media and emerging challenges for digital journalism.
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Journalistic Blogging
- 1. Blogging Reporting in theWeb 2.0 Era
- 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 firstblog 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 TheMoney National Newspapers B2B Magazines Consumer Magazines Local Newspapers
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- 11. “Rants written in bedroomsby weirdoes like…”
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- 22. The Hierarchy of Interesting • A link • A photo • A video • Any of the above with context • Discussion • Opinion
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- 26. Conversation ≠ Opinion
- 27. Conversation = Discussing topics of mutual interest
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- 32. What are wedoing in ?
- 33. Why? Print Web 2005 2006 2007 2008
- 34. The Role ofSocial Media Forums Blogs Articles 10% 24% 66%
- 35. The Role ofSocial Media Forums Blogs Articles 27% 53% 20%
- 36. The Role ofSocial Media Forums Blogs Articles 34% 45% 21%
- 37. The Good OldDays How We Miss ‘em
- 38. Competition Stuff Journal Stuff Gazette
- 39. Competition Stuff Weekly eStuff Online Gazette
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- 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 linkyour 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? • Finda niche • Find an enthusiastic blogger • Post regularly • Provide a range of content
- 53. A good bloggeris… • Inquisitive • Communicative • Honest • Enthusiastic • Social • Informed
- 54. Beat Blogging • Thereporters 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
- 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
- 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
- 60. Some Context • Forums(ours and others) • Social Media Outreach • Twitter • Watching and learning
- 62. The Big ScaryBit • Team restructuring • Cost rebalancing (you’re sacked) • Training • Recruitment (where’s your blog?) • Some titles may not survive
- 64. Digital Journalism • Yourlaptop 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...