To blog or not

From time to time I comment here on how publishers struggle with this thing called blogging because they confuse the mechanism with the content. Many good pieces are out there trying to explain the difference, but one of the best is a new one by Paul Conley.

I think this piece of advice should be shrink-wrapped onto any proposal submitted to establish blogging at mainstream news organizations:

Blogging is a very personal form of media. Although a magazine may have fans, and a newspaper may have customers, a blog has participants. Don’t underestimate how difficult it will be to maintain such a connection.