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May 12, 2004

Blogs Don't Challenge the Media Establishment, They Enhance It

ClickZ today features a provocative column by Vin Crosbie on how mainstream media outlets don't realize how technology has eroded many of the barriers that prevent new competition.

He highlights PaidContent.org, DPReview.com and others as upstart competitors to the big media conglomerates. Crosbie writes:

Traditional publishers and broadcasters should worry about these efforts. Entry barriers will continue to fall as new media technology evolves. New competition will further decrease the market price consumers will pay for content.

While not concluding this directly, Crosbie seems to indicate that mainstream media outlets will see their margins squeezed as nanopublishing gains steam. The one thing I think he overlooks is the power of media brands. For example, will you ever stop reading AdAge, PR Week, The Holmes Report or O'Dwyer's in favor of Micro Persuasion, PR Opinions or the Media Drop? In a word, no.

What will happen is that eventually many of us will settle in on a few favorite blogs to read regularly. We will rely on these Weblogs to aggregate - and provide perspective - on the relevant news we need and want to know on a particular micro-niche subject. So, like Robert Scoble has already said, Weblogs are not a threat to mainstream media. Rather, they will serve as important portals to higher-value content.

In other words, nanopublishing will make big media outlets more relevant by helping readers/viewers focus on what's most important to them.


Posted by yatta at 03:44 PM