Jeff Jarvis describes the problem with newspaper blogs.
So I think that if newspapers are going to blog, they should have lots
of blogs at lots of addresses, lots of people creating lots of brands.
And this also means that they must be written in the human voice of the
person, not the cold voice of the institution. And, while we’re at it,
this means that they must join in and link to other conversations; that
is they only way they will spread and grow, not because they live six
clicks deep into a giant newspaper site. We are seeing the links and
the voice. But the architecture remains a problem.
It's pretty spot on, and it's a useful bit of advice for Missouri newspapers. There is a difference between writing and blogging, and newspapers need to learn this before the audience goes somewhere else {cough}craigslist{cough}. The question is out there. How do you respect the community without kowtowing to it?
Today, Columbia Tribune had an editorial about the Wild, Wild Blogosphere.
i liked a lot of what the publisher said, but one red flag went up. I heard from a PR guy that newspapers have started to use blogs to publish stories they can't confirm. Sounds like a fake, but accurate nightmate.
Except, with blogs editors don’t preview everything written. We rely on
the good judgment of the reporters and criticize them after the fact.
Seldom do we need to criticize.
Readers must consider the source, but with blogs the source is often
anonymous, providing more information and less accountability.
Sometimes this is a positive tradeoff, and editing can minimize
irresponsibility, but bloggers have instantaneous access to Web sites,
giving readers good reason to be more wary of information contained on
the Internet than in the so-called mainstream media so often sniped at
by purveyors of the "new" media.
The point of a blog is not to tell stories that couldn't make it into the regular paper. I'm not sure what insidious dark force has been whispering in the ears of newspaper editors, but if this is the general trend, then Dan Rather is going to have a lot of company on the ashheap of history. Using blogs to publish questionable stories that you can't find three sources for is a quick road to internet oblivion.
The blog is not the publisher of last resort.
To really make a difference - reach out to the blogs and find experts on the subjects that you write about. There are experts blogging in medicine, business, on social issues, and on local politics. In many cases, they know more than your reporters, and oftentimes more than the names in your rolodex.
This doesn't mean all blogs are worthy. We all know that most blogging is junk. but if 1% is quality writing, then 150,000 blogs in the US are reliable. Join those communities, and your paper will get better. Reach out to local bloggers and ask them to critique your product (in their area of expertise), and you will get better.
What you can't do is split the two apart, and try to make blogs a subsection of the paper. That's what most papers have done (The Post Dispatch is one example). These blogs aren't blogs at all, but amateur columns written on the cheap and connected to no one. Talk about cannibalizing your audience. If the blogs at the Post Dispatch are doing well, what are you paying your columnists for? If they're doing poorly, why have them?
No - blogs are separate, but still part of a community. Figure out the community, and you'll figure out the blogs. That's the lesson to take home. Prime Buzz from the KC Star is a good first step. They aggregate blog content, giving publicity to bloggers when they write well, but ultimately, papers will have to do more. If they want bloggers to work with them instead of against them, that is.
And for many journalists, that's a big if.
p.s. If you are a journalist and you only read partisan attack blogs like FIred Up and the Source, then you are not blog-savvy. You're a partisan shill.