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Adam Tinworth, profile picture
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Journalistic Blogging

This document discusses blogging in the context of business-to-business (B2B) journalism. It provides background on the author and their company, which publishes many trade magazines. It defines what B2B journalism is and discusses how blogging fits within that space. The author discusses why blogging is important, what makes a good blog, and different types of blogs including beat blogging, expert blogging, and group blogging. It also touches on using social media and emerging challenges for digital journalism.

News & Politics◦Technology◦
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Blogging Reporting in the Web 2.0 Era
Who Am I? • Head of Blogging for RBI • 13 years of B2B journalism • Before that student mags, school mags • Started first magazine when I was 7
And… • Started first blog in 2001 (on Livejournal) • One Man & His Blog: 2003 • Now running 5 blogs on a range of subjects • Only one of those is “paid”
What is RBI? • UK’s largest B2B publisher • Publishes around 50 magazines • Titles include New Scientist, Farmers Weekly, Estates Gazette & Flight International • And down in the “Have I Got News For You” pile: Poultry World, Utility Week etc
What is B2B? • Trade Magazines • Providing information & services for profession communities • Profitable, but unglamorous end of magazines
Community “We do not create communities. We merely provide services for communities that already exist”
Show Me The Money National Newspapers B2B Magazines Consumer Magazines Local Newspapers
What is blogging?
“Rants written in bedrooms by weirdoes like…”
What is blogging?
Two Ideas “Interesting” “Conversation”
The Hierarchy of Interesting • A link • A photo • A video • Any of the above with context • Discussion • Opinion
Conversation
Conversation
Conversation
Conversation ≠ Opinion
Conversation = Discussing topics of mutual interest
OM&HB
Property Week
EGi
What are we doing in ?
Why? Print Web 2005 2006 2007 2008
The Role of Social Media Forums Blogs Articles 10% 24% 66%
The Role of Social Media Forums Blogs Articles 27% 53% 20%
The Role of Social Media Forums Blogs Articles 34% 45% 21%
The Good Old Days How We Miss ‘em
Competition Stuff Journal Stuff Gazette
Competition Stuff Weekly eStuff Online Gazette
The Conversation Your Site
Distributed Space Public Space Closed Space
Private Space Akin to a house Content is “hidden” Social networks, members-only forums, sites with privacy “your space”
Public Space Akin to a pub Open to all Hosts have control Forums, sites with comments “our space”
Distributed Space No physical world equivalent Traffic moves freely Free form conversation Blogs, wikis, microblogging, IM “my space(s)”
Distributed Space Public Space Closed Space Your Site Blogs
Why? To link your site with the wider internet conversation
In 3 years • Over 120 blogs • 4 sites run entirely using blog software • On some sites the majority of editorial traffic is on the blogs • Rapid growth in traffic and commenting • Some blogs gettings 500,000 page impressions a month
What Works? • Find a niche • Find an enthusiastic blogger • Post regularly • Provide a range of content
A good blogger is… • Inquisitive • Communicative • Honest • Enthusiastic • Social • Informed
Beat Blogging • The reporters notebook in public • Links, pics, video and stories from their beat • Break news here, then link to the traditional news story • “home page” for that topic
The Expert Blog • Deep coverage for enthusiasts • Requires an extensive depth of knowledge • Greater percentage of generated content, rather than linking • Perfect for pissed old hacks
The Group Blog • Covers a wide range of topics • Needs a large volume of posts • Posts need to be really, really good • Very hard to make work • Works brilliantly when it does
Some Context • Forums (ours and others) • Social Media Outreach • Twitter • Watching and learning
The Big Scary Bit • Team restructuring • Cost rebalancing (you’re sacked) • Training • Recruitment (where’s your blog?) • Some titles may not survive
Digital Journalism • Your laptop is your desk • Get out there and report • Use your judgement on the right medium • Develop stories, don’t finish them • Continue to talk to your readers all the time
Adam Tinworth adam.tinworth@rbi.co.uk One Man & His Blog http://www.onemanandhisblog.com Twitter: adders AIM: journoadam and many others...