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Electronic Publishing: blog or not blog, this is the question.
It just started a year and is time take stock of the situation to figure out what to do to make the 2016 better than 2015.
Well, thinking about it, there is one area that, most of the others, are showing high levels of idiosyncrasies in its systems that certainly need to be improved, we are talking about the publishing industry.
The printed paper, you know for some time, does not go much, now it’s all online. The competition then uses new keywords: engagement, funnel, bloggers, premium content, ebooks etc …
The industry is settling, trying to figure out how to monetize the enormous amount of contents produced, but what you’re not doing yet is a substantial work on brands differentiation (the names of the newspapers or blogs) and on the enhancement of the brand.
The sector definitely needs clarity, it has become very thin, if not non-existent, the line between the online websites of the newspapers from the blogs of chronicle and news information, or the sites of magazines specialized on some issues from the blogs that face the same themes.
In fact, the difference is not so much in what is visible, but what is not seen.
Let’s start with this assumption, the categories of news Most viewed online (blog or not) are these three below here:
daily chronicle (including political and economic);
Within the three areas, the brand identity shows traits very similar.
Just think of the online websites of the newspapers who, from America to Europe, still show all of the names of the newspapers as if they were still printed with the machinery of Gutenberg’s movable type.
The gossip magazines, instead are all based on an extreme simplicity to give more space possible of visibility to the news, having very little brand attitude and attracting the readers especially with “scoop excitement” of the news. Another note that they all have in common is the use of red in the graphic design of the brand.
Those of technology are those that show more diversity and there are all kinds of really, because the sector clearly attracts very experienced people to manage and create blogs or online magazine.
The newspaper sites have a very territorialized target, because have a level of compegtition very low, inasmuch the newspapers usually read in some cities are not read in another cities, being the daily chronicle obviously different. On the other hand the national newspapers also have a very stable market, dictated by the fact that the target is more or less the same as before read the printed newspaper and then the market was already divided before the massive entry into the Web.
For technology sites instead it is a different matter and the online competition is fierce because they almost do not exist or were very few, depending on the country, and therefore the market is still settling.
As for the gossip sites, the brand has pratically no value, it plays on the timing with the news comes out and clearly on the “sensational” value of the news reported. So here the competition is really high, as the target audience is the most unfaithful there is.
But in all this still plays a vital role the difference between the website of a newspaper or a magazine and a blog that instead exists only online.
This is the invisible line of which we talked about above. In fact, today on all sites you can leave comments and have your say, thing that clearly before was a difference from the blog sites. But to do even more the difference was the fact that blogs exist almost exclusively as a platform for the exchange of information in the form of comments in fact, they had not a beautiful layouts with lots of images and dealt only information strictly about a certain industry, substancially there were only vertical blog.
But today the world’s most popular blog, the Huffington Post, is a horizontal blog, gives the same information of a generalist newspaper and from this perspective, understand what is a newspaper’s site and what is a blog, especially for inexperienced surfers is complicated if not impossible to understand.
The Huffington Post has even used a font for its name typical of a daily (those to Gutenberg for instance) even though he was born directly on the web.
The main difference then between a website and a blog is that in the first write journalists and in the second write the bloggers. The former are entered in the register and they are paid, the latter are not registered and are not paid unless they are able to monetize with advertising on their blogs.
In fact for many blogs can no longer exist the fact to say that it is just opinions on topics, because, just as we do, bloggers use news agencies, press releases or make headlines for lived experience, just as would a journalist, and in the best cases are experts working in the field they write.
For some time we are talking about creating a register of bloggers, to give greater importance and institutionalize this job, which would give certainly value to the brand of the blogs.
De facto, at the blogs miss a strong brand reputation that have the online sites of various newspapers or magazines that follow them as a legacy from what they had built through the paper.
The blogs that today are able to make money can do this thanks the fact that bloggers who write in are not paid, so they can generate profit and remain in competition with newspapers that instead pay the journalists, but they have more advertising revenue and in some states they are also subsidized by governments for public information.
That said, it is clear that blogs need to create their own brand identy able to confirm the work that many are doing, in a constant search for balance between ties with the past that reassure the users on the reliability of the news and the future of which the blog must be the banner the banner of new information that arises from the Hive Mind!