As print publications feel the effect of tightened ad spending and trim the editorial mastheads, many newly unemployed (or less reliably employed) mainstream journalists are making their way to the World Wide Web.
We already know that blogs are driving purchase and now, with experienced journalists flocking online to continue their reporting work, the digital media is continuing to grow its credibility and influence. For clients with a soft spot for print media, there's another upside to reaching out to Web-based writers now - many of the friends we make online during these "trying economic times" will ultimately go back to work for print publications... taking their new-found brand affinities with them.
Additionally, as newsroom staffs and editorial teams shrink, journalists are tasked with doing more in less time and with fewer resources. We're now seeing editors turn to blogs for research and sometimes even expert sources. The result? Food, fashion and beauty bloggers are showing up quoted in the pages of glossy magazines recommending products and highlighting trends.
For an agency already well into the work of "blogger relations" it's nice to see the new energy infused into existing online media as well as the creation of new blogs and Web sites. Our recommendation is that now, perhaps more than ever, it's important to build and nurture relationships with bloggers and Web writers... you never know where they'll go!
- Erica Erland
We already know that blogs are driving purchase and now, with experienced journalists flocking online to continue their reporting work, the digital media is continuing to grow its credibility and influence. For clients with a soft spot for print media, there's another upside to reaching out to Web-based writers now - many of the friends we make online during these "trying economic times" will ultimately go back to work for print publications... taking their new-found brand affinities with them.
Additionally, as newsroom staffs and editorial teams shrink, journalists are tasked with doing more in less time and with fewer resources. We're now seeing editors turn to blogs for research and sometimes even expert sources. The result? Food, fashion and beauty bloggers are showing up quoted in the pages of glossy magazines recommending products and highlighting trends.
For an agency already well into the work of "blogger relations" it's nice to see the new energy infused into existing online media as well as the creation of new blogs and Web sites. Our recommendation is that now, perhaps more than ever, it's important to build and nurture relationships with bloggers and Web writers... you never know where they'll go!
- Erica Erland
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