A HIPPO Internet Marketing Training blog by Corey Creed

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The “New Media” moguls speak at Blog World Expo 2007

November 8th, 2007

I’m nearing the end of day one at Blog World Expo 2007. This final presentation is a roundtable forum regarding “New Media”. Throughout the day, we are hearing this expression “New Media” more and more.

The expression refers to all of the various forms that are now taking off. The reason is that Blogging is no longer just blogging. It involves Blogging, Video, Podcasting, and other new things that are coming around as fast as they can be made. The term “blog” seems to be too limiting. And many feel that the term “podcasting” is limiting. It implies to most people that you need to use an iPod.

So this term “New Media” seems to be the new way of expressing all content that can be distributed from a central source via the web. In a similar way, “Social Media” is becoming more all-encompassing to mean all online methods for sharing content and voting on it.

On this next panel are:
Richard Jalichandra – the new CEO of Technorati (the monster blog directory)
Roger L Simon – Pajamas Media
Jeremy Wright – b5 media
Brad Hill – director of Weblogs Inc which creates some great blogs now owned by AOL

I’m getting a little tired of blogging, so I’m only going to write about things that I find especially interesting. So here goes…

Jason Shellen is moderating. He started with the creators of Blogger. When Google took over Blogger, he worked with Google Reader and iGoogle. He is now with a company called “The Secret Agency”.

Both Pajamas and b5media have huge networks of bloggers. Pajamas has about 50 correspondents around the world. Webblogs Inc has about 35 blogs.

Technorati is tracking about 110 million blogs. They try to track the authoritative blogs, not spam blogs. Technorati was originally about search and a directory. Now it is more about tracking what the global conversation is doing. They are moving toward search and discovery. They are trying to bubble up the good content, yet assist those that want to explore what is below the top 500 blogs.

It seems like Old Media is learning from the New Media. What can the New Media do that the Old Media cannot? New Media tend to blog more often. The old media had a lower level of accountability. The worst that could happen is that they would get a letter to the editor several days after. Now they get immediate comments.

Interestingly, they all admitted that almost none of them are actively blogging. Too busy. They admitted that they should do better. (Funny)

Brad Hill just made a great point that many readers of blogs never actually visit the site. They may use a RSS reader instead of looking at the site itself. This makes problems for those that are trying to get eyeballs for advertising. The advertisers pay to be on the blog, yet the viewers may never actually see the blog. They read the content in the RSS reader.

Interestingly, this reflects the nature of the blogging industry in general. For example, bloggers have typically allowed and encouraged users to leave. They link regularly. When you offer good links, your audience comes back to you. Therefore, the trick is to write in a way that benefits your audience. Then distribute your content (via rss, widgets, etc) and people will benefit and therefore return.

There is a lot of “noise” in the blogosphere. What all bloggers should try to do is be authentic and passionate. That makes for a good blog.

The trend over the last few years is that newspapers are going down. They are inaccurate because they are slow. The old media is declining in part because of what the new media is saying. We need to be responsible and fact-check. The blogosphere is challenged because it is the wild, wild west.

Questions from the audience:

How do social media sites (Digg and redit) affect the blogosphere?
Anything that is good for the user is good for us. These sites help both the publishers and user. Good original content gets found because of the social sites.

That’s it. I’m done. More tomorrow.