September 14, 2006

Good Advice

John Kroll, deputy business editor for the Cleveland Plain-Dealer, has some good advice for newspaper business editors considering adding blogs to their online business section. Basically it boils down to: Have a purpose and a plan, but not grandiose expectations. Writes Kroll:

There are too many blogs. Not that the one you've thought up and are about to launch isn't a valuable addition to the several trillion that already exist. But someday the boss will stumble across the business page of your paper's Web site and have an epiphany: Our reporters collect information that we don't print. The Web has a virtually limitless newshole. Problem, solution!

Using the Web to expand the information available is a good thing. But so is chocolate. To avoid death by fudge, here are four reasons not to start another business blog.

The truth is, most people don't read the business section. Or the sports section. Or the lifestyles section. Or the front page. Or the editorial page. Newspapers are like info salad bars, and people pick and chose where to start filling their plate, and which ingredients to avoid. Newspapers are not like the buffet line at a cafeteria, where you start at the beginning and slide your tray past every available item.

You know why a lot of people buy the newspaper on Wednesday? Industry research says they buy it for the grocery coupons. That's it. They don't buy it to read what the local political columnist says about the latest doings in the legislature, nor do they buy it to read about the local sports teams. Coupons. Newspapers have lots of reporters and editors writing and editing lots of copy that serves merely as to-be-ignored wrapping around grocery coupons.

Kroll's advice for editors starting business blogs is simple and right for newspapers - and for anyone starting a news-oriented blog:

"Blogs are for niches. Use one to establish your credibility, to serve a hard core of news junkies. Gauge its success by how well it meets those goals, not by sheer numbers alone."

I would add one thing to Kroll's advice - a reason newspapers (and broadcast news media) should blog:

Blogs are a great way for newspapers and broadcast media to tap into the power of interactive journalism - to tap into the collective intelligence, knowledge and passion of their readers and viewers who, after all, collectively know more about almost any topic or story than the reporters and editors do. Blogs done right can only improve the newsgathering process.

Cross posted at the Mesh Media Strategies blog.