In his article "the long tail of the blogosphere" Steve Rubel, a PR strategist, talks about the need for marketers to embracing blogs and cites some examples of different sectors in the media that are already starting to do so. Below is his conclusion.
Media Web sites will morph into social sites, employing comments, trackbacks, RSS feeds and other blog-like structures in order to create community. CNET and Variety are already pioneers experimenting here.
- Taken in all together, the result is that big media will increasingly adapt and embrace blogging in order to maintain their dominance. As a result, marketers too will need to adjust their strategies -- everything from where they elect to place their PR messages to where they allocate their media budgets. Here are several short-term ways the long tail is already causing the media to adapt:
- Publishers and advertisers are experimenting with unique custom blog sponsorships. The Art of Speed -- Nike's experiment with Gawker Media -- is one such collaboration.
- Some media outlets are openly embracing bloggers -- either by buying them out entirely or by signing them to joint operating ventures that include revenue sharing. Mediabistro, for example, recently purchased CableNewser -- a popular TV industry blog, rather than launch its own competing effort.
- The media will turn themselves into blog-like online aggregators that link readers to all relevant content in their area of focus, whether it's a blog or a news site. CNET's News.context, for example, already takes this approach.
If the media are buying into the long tail, then the marketers should follow, right? I sure hope so, because those who ignore it may be forced to catch the tiger by the tail rather than by the teeth.
The Long Tail of the Blogosphere