Turned out it wasn’t quite that simple. The magazine article, archived on our Web site, kept attracting readers and blog links. A few professors worked it into their curricula, sending class after class of students to the story. With all this activity, the piece gained high-octane Google juice. Type in “blogs business” on the search engine, and our story comes up first among the results, as of this writing. Hundreds of thousands of people are still searching “blogs business” because they’re eager to learn the latest news about an industry that’s changing at warp speed. Their attention maintains our outdated relic at the top of the list. It’s self-perpetuating: They want new, we give them old.
What to do? Update the old beast, naturally. Early this year, we put out questions on Blogspotting. What needed fixing? Responses streamed in. We called the old sources and contacted some new ones. We annotated the original article, bolstering the online version with dozens of notes and clarifications. That approach works for the Net, with its pop-up windows and limitless space. But for the more cramped confines of the paper magazine, we have to cut to the chase.
So here goes. Three years ago, we wrote a big story””but missed a bigger one. We focused on blogs as a new form of printing press, one that turned Gutenberg’s economics on its head, making everyone a potential publisher. This captured our attention, not least because this publishing revolution was already starting to rattle the skyscrapers in our media-heavy, Manhattan neighborhood. But despite the importance of blogs, only a minority of us participates. Chances are, you don’t. According to a recent study from Forrester Research (FORR), only a quarter of the U.S. adult online population even bothers to read a blog once a month.
But blogs, it turns out, are just one of the do-it-yourself tools to emerge on the Internet. Vast social networks such as Facebook and MySpace offer people new ways to meet and exchange information. Sites like LinkedIn help millions forge important work relationships and alliances. New applications pop up every week. While only a small slice of the population wants to blog, a far larger swath of humanity is eager to make friends and contacts, to exchange pictures and music, to share activities and ideas.
If we use the word in a secular sense, what the bloggers are doing (as outlined in this article) is something akin to evangelism. Spreading knowledge, building together on what is known, drawing others into the circle. It raises for me the question of how we can utilise blogging for real evangelism. I feel like a dinosaur when I read articles like these. I can hardly get my head around the idea of sermon podcasts – and in a church where our decent income is still stretched to the max, even that is out of the question. (And are my sermons really that good?) As for blogging, Facebook and the rest – my head spins.