Business 2.0 mag: Everyone must blog
Josh Quittner, the editor of Business 2.0 magazine (part of the CNN Money/Time Warner stable) told a recent marketing confab that the departure of one of his senior writers — Om Malik — to run a blog empire at gigaom.com got him thinking long and hard about the impact of blogging on traditional media. His conclusion: all Business 2.0 writers must blog. He described the benefits this way:
* Allows smarter and more engaged reporters
* Adding a requirement of 1-2 posts on business per day ensures continually updated content
* Offers more ad revenue opportunities across multiple sites
* Has CNN articles pointing directly to journalist blogs, offering reporters a personal stake and individual traffic
* Preserves the church and state separation issue of editorial versus journalism
* Releasing some editorial control offers faster turnaround and more cutting edge work
* Offering an edited “uber-blog” allows Business 2.0 to pull out the best content and feature it consistently
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