Gary Andrews

EDIT: Since posting this last night, The Sun have since dropped the World Cup blogger sweepstake after Who Ate All The Pies and other blogs complained.

Look at the screenshot of The Sun’s World Cup Blogger Sweepstake above. If you were a PR who’s been pitching football bloggers recently you might skim the blogs and think “Wow, that is a pretty impressive line up of bloggers. They’ve even managed to get some notoriously hard-to-reach, popular and high-class well respected blogs on board. I wonder how they managed that?”

Short answer: They didn’t.

Sure, they spoke to some bloggers. And some bloggers said no, and left it at that. And then saw their blog in the pages and on the website of The Sun.

Chris Taylor from It’ll Be Off was one of those bloggers. He’s not best pleased:

“I ignored this email, hoping that if I didn’t respond, I wouldn’t be involved in all this savage wankery. But sadly I am. My blog is now apparently Chile, and The Sun have publicised this site in a YouTube clip and on their website. I received another email from them yesterday asking for a little coverage of all this on my blog. So here you go:

I want to make it abundantly clear to everyone: I have nothing to do with this. I want nothing to do with this. And I am furious that the good(ish) name of my little blog, that ceased to be a concern some six months ago, is being used by the worst of all tabloids as some fucking publicity machine for their horrendous sweepstake generating iPhone app, and their even more horrendous newspaper.”

Tom Dunmore at Pitch Invasion picked up on Chris’ post and it quickly became apparent in the comments that several other blogs, namely Unprofessional Foul, Run Of Play, Sport Is A TV Show, The Onion Bag, and Two Hundred Per Cent were all included without permission as well. And none of them are particularly happy about it.

The Ball Is Round and twofootedtackle (the latter of whom I write and podcast for) agreed to enter into a prediction league but not the sweepstake and didn’t give their permission to be included or to use their logos.

There may well be more.

So what, you may say. Surely the bloggers should be happy that The Sun’s giving them free publicity. Surely they’ll gain readers and make more money and the like from this?

Possibly in same cases, but that isn’t really the point.

I’ve got no problem with the blogs that were happy to take part and are publicising it on their blogs. It’s their choice and they’re happy to take part. That’s fine.

But for those who declined or didn’t respond there’s several reasons why they’re well within their rights to be unhappy.

First off, The Sun has used their logo and blogs without permission. There’s a huge irony here given their owner, Rupert Murdoch’s, criticism of Google for stealing content on their news aggregation pages. So it’s not ok for Google but it’s fine for News International.

[EDIT: Sian asks in the comments what the legality of this is. I'm not entirely sure. It may be that The Sun haven't done anything wrong, legally, in using the names of logos. I'd be fascinated to hear from anybody who is a little more clued in than me on this]

Also, it’s then incredibly cheeky to use these logos when permission hasn’t been given and then email said blogger and mind if they’ll give it a bit of publicity on their blogs.

Secondly, the sweepstake isn’t just a bit of fun. It’s being used to promote an iPhone app. The implication here is that these bloggers, by taking part in the feature, endorse the application.

This leads to the third point. Several of the blogs The Sun’s included have built their reputation on independent, thoughtful analysis and have positioned themselves very much as an alternative viewpoint to the tabloid football frenzy, often criticising these writers. They are a world away from The Sun and often don’t take advertising and will very rarely, if ever, accept PR pitches, especially for something like an iPhone application.

In short, it affects their reputation. Especially if, in Chris Taylor’s case, they have serious ideological differences with The Sun and are critical of their coverage.

Finally, aside from the above, the whole thing is massively patronising to the blogs involved, especially those whose analysis and writing regularly outdoes the national press.

The “aren’t you lucky to be taking part” attitude sticks in the craw, the taking logos without permission then expecting an uncritical link back is sheer chutzpah and the prize for winning this sweepstake – an interview with The Sun’s chief sports writer – is a piece of condescending bone-tossing from old media to new media, to remind bloggers of their place in the hierarchy.

It does a disservice: to the bloggers involved who said no to the original request, to the readers who will assume that these blogs endorse The Sun, and to any hardworking PR who has spent ages building relations with these blogs for a very tiny mention, especially PRs from other papers.

(Disclosure: I have, in the past, been one of those PRs. And I worked hard to ensure any pitches were respectful and non-condescending and were more than just “we’re a big company, write nice things about us”. And I know several PRs from other papers and similar companies and they also adhere to the above.)

The sad thing is, there are so many football blogs that with a bit of time and research they could have probably found 32 bloggers willing to take part AND promote it on their sites. And if their initial blogger outreach was better and there was a better incentive at the end of it, they may have even got more bloggers onside.

Hell, it could have actually been fun, if you were one of those who wanted to get involved. (I wouldn’t have been but it’s not my place to tell other bloggers who they can and can’t endorse).

Instead, we’ve got some very unhappy bloggers.

Not, you suspect, that The Sun care much. After all, they’ve got a World Cup Sweepstake app to promote.

UPDATE: Arseblog makes a pretty decent point in the comments of Tom’s post:

“I’m no huge fan of The Sun but it’s not like we’re being hugely exploited here. To be honest, I don’t think anyone who reads the paper gives the slightest shit about any of the blogs and they’re hardly using our logos to make money.”

Which is a fair point and it’s worth putting perspective on this. It isn’t the end of the world. But it’s also very bad practice, not to mention manners and it’s only by pointing this sort of thing out that you might (ha!) get a change of tune. It’s the principal of it all, innit.

He’s probably right that the majority of Sun readers probably don’t really care or read the blogs involved. I’d love to see them tackle one of Brian Phillips’ wonderfully cerebral pieces at The Run Of Play though.

UD 2: Brian’s pointed out that The Sun don’t even do them the courtesy of linking, so none of them have seen ay surge in traffic. It now appears that they do, through clickable images. Although I can’t find this, but I’ll take Brian’s word for it.

And, as Fredorraci points out in the comments below, despite this being billed as the UK’s top 32 blogs, several aren’t based in the UK. Brian’s site, for a start, is an American site.

It also seems that the total amount of traffic blogs have received through this has varied between nothing and not very much at all.

written by Gary \\ tags: blogger outreach, blogs and newspapers, copyright, ripping off bloggers, the sun, The SUn World Cup Blogger Sweepstake

Heard the one about the journalism graduate offered a job for £10k in London? Yes, that is an actual position that came up in conversation with a friend the other day. The experience, work-wise, sounds excellent. The experience, life-wise, probably amounts to renting out a cardboard box under Hammersmith Bridge.

I only mention because ever since last month there’s been an ongoing debate rumbling on, started mainly by Ed Ceasar’s Sunday Times piece, Hold The Front Page, I Want To Be On It, where he details the lengths – and financial pain – journalism graduates have to go through to get onto a national paper. The picture painted was somewhat bleak and depressing.

Since then, others have contributed to the debate. Adam Tinworth notes that Ceasar is very narrow in focus and omits vast swathes of the media:

“Journalism is a very, very broad church – and it was so long before the internet came along to knock down some walls, pop in an extra transept or two, and generally widen the whole place. Radio, TV, newspapers (local and national), consumer magazines, business magazines, niche subscription-only titles. Online news sites. Blogs. And now the whole, growing world of hyperniche and hyperlocal sites.”

Roy Greenslade partly agrees with Adam on this point, but also says that in his experience, most of his journalism students aren’t interested in these opportunities:

“I may exhort them to think about entrepreneurial journalism. They may learn about successful online news start-ups. They often tell me that mainstream media controlled by big, bad, profiteering moguls is a danger to press freedom. But these so-called “digital natives” still want to work for mogul-owned media.”

And Laura Oliver from journalism.co.uk, who is one of those people who, hopefully, acts as an inspiration to other recent graduates feels that the focus of the journalism postgrad courses are too narrow.

“I graduated from City’s newspaper journalism course in 2007. I applied for graduate schemes on national newspapers along with the rest of my classmates, but largely because I felt I had to. I wanted to work online and for a smaller newsroom/company where I hoped I could make more of a mark. But from day one it felt as if the expectations of our course were national or nothing – and I know from speaking to other recently-qualified journalists that it wasn’t just my course that pushed this view.”

Of course, this is nothing new. I sketched out a few thoughts on the subject just over two years ago and it doesn’t seem like much has changed. If anything, the world for new journalism graduates is even more unclear now than it was back then.

There’s a lot I recognise in all viewpoints. Ceasar’s article is all too depressingly familiar and chimes with the experiences of a lot of friends and colleagues.

Even those who managed to get themselves onto the nationals did so with a hideous level of debt that they’re nowhere near to repaying, and jobs in the market aren’t really offering huge salary boosts. When I applied for a interesting position, with an unspecified level of pay, a while back, I backed out after realising I’d have to take an £8k pay cut. And this was for a relatively senior role.

But then again, there are so many more opportunities, so many more publications online and the boundaries of media and the online world are so vague that willing graduates could find themselves in an excellent job that gave them plenty of training and experience if they’re prepared to think beyond the usual suspects.

And these kind of roles don’t necessarily mean a job on the nationals is beyond you. I’ve met a variety of people from a variety of ages ranges who’ve all made it to national media through completely different means. And yes, while increasingly a postgraduate is necessary, the path post-degree is of varying length and direction.

But for me, still, what it comes down to is money. Or lack of.

No matter how many different opportunities and different media and organisations there are out there, you still have to pay the bills – and your student debts – somehow. And that’s getting harder to do these days.

Not that pay will rise anytime soon. Universities are still churning out a large number of media graduates and even when you take into account the postgraduate courses, the job-to-graduate ratio is still at the stage where employers can keep their wages low – they’ll always be another talented, well-trained eager young thing willing to get that first foot on the ladder.

This doesn’t even take into account the large number of websites and web-only publications. It’s unlikely many of these will pay vast sums of money, either for freelance pieces or permanent positions. Partly because a lot of these places are so small that they don’t have the cash, and partly because there are enough people who’ll happily accept the odd low-pay commission for a bit of extra cash.

Put simply, no matter what the ideal situation is or how many opportunities there are out there, the economics of media pay do not paint a rosy picture.

As for the national positions – the national papers, the BBC TV and radio prime reporting positions, those big name magazines – those with the talent and drive to get there stand a good chance of doing so, although those with some cash stored away and a place to stay in London will always have an advantage. Unpaid internships and just being able to have that flexibility to come into the office helps.

(Not that it’s much different outside of London. I got my first freelance shifts after essentially coming in and working for free every day for a month at my local radio station. Not that I begrudged this – they didn’t force me and I had nothing else to do that summer, plus I really enjoyed the work. But I’m pretty sure I wouldn’t be where I am today if I hadn’t done the unpaid, unrequested work.)

I can’t speak for B2B publications and websites as I don’t have any direct experience of these, although general impressions are these are an excellent place to start on a decent salary, especially if you know finance, economics, or science. They’re also probably a neglected option by many graduates, sadly.

As for locals – and here I definitely disagree – plenty of postgrads I know or have trained with have been happy to go onto the locals. I was delighted to get a job in local radio. It’s an excellent training ground and I’m immensely proud of my work and background there.

As much as anything, just as there were those who were determined to make it to the national media, there were also those who were happy just to get offered a job, or those who saw it as a stepping stone to bigger things.

Locals are a great training ground and, mostly, a great place to work but ultimately, again, money plays a huge part. Salaries are typically low and pay rises are rarely forthcoming.

This is fine when you’re fresh out of university with no commitments and the debt something that can be dealt with at some other time. But eventually you start having to make important decisions like settling down (with a partner), deposits and mortgages, kids, career and just how much disposable income you want.

It’s at that stage where idealism fades into practicality  - and pushing yourself to get onto a national has, perhaps, a slightly more limited window of opportunity, if that’s the way you want to go.

That said, I know so many different people who work for so many different media, all of whom juggle the issues listed above that it’s difficult to generalise, as I’ve inevitably done above. But that doesn’t mean that money doesn’t hang over most media professionals’ heads.

To paraphrase one journalist, as we were chatting post-twofootedtackle podcast about the diversifying new media and the number of people prepared to work for free, “The media is changing and I’m not sure if I like it. I’ve embraced it, but I don’t necessarily like it.”

I think all of us have had that thought at one point or another.

written by Gary \\ tags: Ed Ceasar, journalism, media debates, national newspapers, pay in the media, postgraduate journalists, Roy Greenslade

All last week, the excellent Darika Ahrens at Grapevine Consulting posted a series of pieces on why PR was losing the social media battle. They were an excellent analysis of why PR could be owning the social media space, yet continued to make basic mistakes.

Darika also asked me if I’d be able to contribute and, er, well last week didn’t happen mainly because I was excessively busy and also because it’s so hard to add anything to her excellent pieces.

One thing to briefly say, though, is while social media has moved on, and PR and brands are more willing to engage, general attitudes are still stuck in the past a little. If these attitudes can change, then we could see a real shift in thinking. But it requires organisations and senior people to face up to this and make a conscious effort.

The two biggest social media attitude problems, and they’re not mutually exclusive and can frequently be found it the same office, is that social media is an area of specialised PR that only need concern a few digital people, and that it’s quick, cheap, and easy. Often the first assumption informs actions on the second.

First off, social media may have been specialised once upon a time, while those of us beavered away understanding niche bloggers and communities, but it’s no longer part a different world.

Social media planning should be built into the start of any good campaign. If you insist on separating out digital from regular PR (and I personally think the lines are blurred enough for the distinction to be nearly meaningless) then for heavens sake, include the digital team from the start, rather than realising you’d quite like to do something on Twitter a few weeks beforehand. If nothing else, you’ll get a greater sense of what’s realistic.

And therein follows the second part. Any campaign that has poor social media planning often seems to throw things together late in the day. I still get “Can we push this out to bloggers” a week before hand, as do, anecdotally, many others, it seems.

Darika says she no longer takes short-term pitching to blogger projects, and you can understand why. These are the ones that are cobbled together at last minute, often with ludicrous targets and expectations, and invariably require so much work around them with so little return that they’re more trouble than it’s worth.

If you’re building a strategy around bloggers – and it’s also worth asking ‘what is a blogger’, given that so many mainstream outlets are just as likely to stick it on their blog as in the paper – then these things take time, money and no small amount of effort. You would throw together a major plan for print media the week beforehand. Why do the same with bloggers?

None of this is rocket science. And none of these need be done at the expense of other media coverage (another traditional mis-assumption). It requires the same thought and discipline as any other campaign.

It’s nothing that can’t be fixed but, as Darika says, we have a long way to go.

written by Gary \\ tags: fixpr, social media, social media PR

Mark Twain once said it’s far better to keep your mouth shut and let people assume you’re an idiot than to open it and confirm their assumptions. God alone knows what Twain would have made of blogging, but it’s a sentiment I can appreciate and, for the foreseeable future on here you’re all going to have to assume I’m an idiot.

Or, to put it less obliquely, I’m halting blogging. Indefinitely. I may resume a few months down the line. It may even be a few weeks. Or it may not. But, frankly, it’s probably better to write this than do a series of half-arsed posts, all of which that start with “apologies for the lack of updates…”, an opening that rapidly gets tedious by the fifth letter of the first word.

There’s no one particular reason for this, but if I had to point to one reason it would be a lack of time. That and being very busy at work. Yes, being busy at work, a lack of time and an almost fanatical devotion to the Pope a lack of inspiration when the time is free.

Being busy, as Terry Duffelen said to me on Twitter earlier, comes and goes. But I’ve been hideously busy for around four months now, and I’ve been thinking about calling a temporary halt to blogging for about half that time.

It’s not just the amount of time that I don’t have – it’s the desire to do other things with this time when I’m free. I spend all day working with social media, reading blogs and other internet-related things, and I’m finding in the evenings I would rather not have to open my computer, but cook, watch TV, read, go to the cinema, go to the pub, go out for a meal, go to the gym. And when I look at that list, there’s not a great deal of that I’ve managed recently. Essentially, I need downtime to switch off. Blogging used to be that. It isn’t anymore.

Usually it’s only snatched time late at night anyway. As in common with most recent blog posts, this is being written after 11pm. Which means I don’t get as much sleep as I’d hoped. Which makes me a bit irritable the next day, which makes me less likely to blog. And so on.

There’s also a lack of time to cover topics, and cover them well. In the last two weeks I’ve had about half a dozen topics, both football and non-football I’ve wanted to write about. But I wouldn’t have had the time to do anything other than a few snatched words.

What about something like Posterous, you may say? What indeed. I like Posterous a lot. I’ve had a play and think it’s a very nifty little platform. If I were starting out or starting anew, I’d definitely consider it.

But I either write for other blogs or try and offer some form of analysis on here, that a shorter scrap-book post on Posterous wouldn’t have been able to do justice to, even if I could post it on the train into work.

The bottom line is when I write, I research first. For every post, I’d say the amount of research done is equal to the time spent writing the piece, more so with the football articles.

I know what you’re going to say now – how did you ever work in a busy newsroom? Well I did, and I could again, no problem. But this isn’t a newsroom, this is blogging; this is something I do in my spare time, and something I rarely get paid for (certainly not on this blog).

There are so many bad bloggers – and journalists – who will knock something together in the blink of an eye without having done any research or checking any facts. Fine, this approach may mean I take longer over my posts but I’d rather be right than first, especially as this blog (and others) carry my name. I refuse to compromise on quality and accuracy for the sake of being able to knock out a couple of extra posts.

It’s not that the joy isn’t there – I still love words, and I still love writing and genuinely wish I could do more of it, or spend my days thinking of witty asides to drop into finely-honed articles – but as was said to me the other day, it’s like I’m trying to do two jobs on top of other things.

And ultimately, my priority is to my job, because they pay me. And I work hard, so throw in an extra job on top of that… well, I can manage it if I really want, but in honesty, I’d rather recharge my batteries, unwind and be fresh for the next day of work. Shoot me for attempting a work-life balance.

As much as anything, I think I needed to put this down so that I didn’t have the spectre of an unwritten blog hanging over me. The guilt feels far less when you actually announce you’re not blogging any longer. And that way people cant go ‘this is a bad example of a blog, he only posts once a fortnight.’

So that’s it. Me and blogging are done for the time being. That’s here, and with football blogging as well. You may see a few pieces pop up from me though – these will be ones I’ve nearly finished or have already committed to. After that, no more.

Well, maybe not that final. I simply don’t know if I just need to abandon blogging for a couple of weeks to recharge my batteries, or six months, or if I just don’t want to come back. I just don’t know.

This blog will remain as it is – it’d be a shame to delete it and I may feel the urge to blog gets too strong.

Oh, and if anybody even thinks about trying to use this blog and announcement as an example of how blogging is drying, I’ll personally take that lazy one-blog assumption and stick it… well, you get the idea. I’m just a blog. I’m certainly not, and never have been, indicative of any trend.

I’ll probably need to change my bio now as well…

Lights. Off.

written by Gary \\ tags: blogging

Funny, really, how many individuals’ blogs in my RSS reader are having more posts saying: “Sorry, been a bit busy, here’s what I’ve been up to.”

Funnily enough I was thinking of posting something similar myself. But it also got me thinking.

Part of this also stemmed from a colleague asking for a list of bloggers for area x earlier today. My list was a bit small. “That’s great,” came the response, “but, er, is that it.”

I checked. Yes, that was indeed it. And, what’s more, it was probably a bit smaller than the last area x blogger list I sent over.

Which neatly melds these two lines of thought together. This isn’t a sign that the blogosphere (sorry) is getting smaller, nor are people stopping blogging. But they are consolidating.

Plenty of people still have personal blogs, but it’s kind of inevitable that blog activity tails off at some point. It takes a lot of time to run and maintain a blog, especially if it’s just you running it.

You know those blogging advice guides that tell you to blog every day. Great, but you try blogging every day on your own blog, plus having a job, plus having a social life, plus having a relationship, plus writing for all those other blogs you promised people to. Why, you’d almost think blogging was a full-time job.

It’s one of the reasons I’m quite a fan of Posterous.

It’s somewhat inevitable that, if you’re any good, you’ll either try and flex your muscles and write for blogs for bigger audiences, or group blogs that carry more prestige. After all, it helps you get more writing and blogging work, and so on.

So, I can either say: “Oh yes, I blog at Gary Andrews.net,” and people may expect a wonderfully daily updated site. Or I can say: “I write for Soccerlens, twofootedtackle.com, and Pitch Invasion. And I have my own blog.” Kind of sounds more impressive really.

If you’re really good, others will pick up on your work and you might even get a mainstream publication or two pick you up for occasional pieces. Plus you flit between half a dozen different blogs. Before you know it your personal blog is looking a little forlorn or serves merely as a place to dump everything you’re working on.

It’s not like it’s a surprise that blogging, and websites, and group blogs ape more traditional publications really. There’s only a small percentage of bloggers who have the time to consistently post, and these tend to be the ones who set up blog networks.

But this brings us to another point to briefly touch on – online PR. If blogs are consolidating, and bloggers are moving between online and offline publications, where does this leave your online PR specialist?

In times past, your non-online PR (no, I have no idea what the best name to label these as is) would take care of the press, the magazines, the TV, the radio and your online PR would beaver away looking for bloggers or cool websites.

But now your blogger is writing for the newspaper, and blogging as well, and that reporter you’ve got labelled as a star contact is spending more time updating his blog for the newspaper, while another journalist has set up an online magazine, yet the hot young blogger has launched his new news and opinion site for the same topic and, now you come to look at them, they look remarkably similar in terms of content. And they’re all on Twitter.

I’ll be shocked if online PR is still considered a separate discipline in five years. And I think I’m being generous in timescale here.

Yet you’ll still find people who insist online PR is a separate discipline; an area that only online specialists can deliver results. Yet, increasingly, your online and not-online PRs are pitching the same spaces and, if they’re doing it well, it’ll be in exactly the same way.

I’ve said many a time before, it’s not a mystery on how to pitch blogs. To that, you can add, there’s no point drawing up a long list of blogs and websites to get coverage on if you’re not going to see the benefits or the ROI.

You wouldn’t invite the Glossop Advertiser to a national policy briefing that has little relevance to Glossop, solely on the basis that it’s the same medium as the Guardian. Similarly, why would you want to pitch a blogger on a topic that has little relevance to them, other than the fact that, like Blog Y, they’re also based on the internet. Great, it’s been covered by 20 bloggers. But that’s not much use if it’s only relevant to the audience of 2 out of the 20.

There’s nothing mysterious about contacting bloggers, and there’s no shame in going for the biggest blogs in that area if they’re the most relevant. But it’s also worth remembering not to forget the smaller individual bloggers writing in the same area. After all, they’ll probably be editing the bigger blogs in a year’s time.

written by Gary \\ tags: blogging, consolidation, online PR

Let’s get this straight. Blogging isn’t some mystical power, knowledge of which can only be gained through years of immersion in the internet. Anybody can set one up. In the time you’ve just read this, I could have set up a new blog. But blogging well? That’s still a way to go.

It’s not an area where there’s necessarily a right or wrong answer either. Some incredibly – in my view – poor blogs are inexplicably popular, while there’s a handful of blogs in my RSS reader that were put in for content but are strangely hypnotic and compulsive reading, despite being dull as ditchwater. And, naturally, there’s some really good blogs out there that are only known in very small circles, which is a crying shame.

Like blogs, pieces on how to blog are ten a penny and usually come with one or two experts dishing out advice. So Lauren Fisher’s crowdsourced piece on advice to new bloggers at Simply Zesty is refreshingly interesting (despite having my opinion buried in it).

The long line of those queueing up to give advice is a long list of well-known names in blogging circles, all with their own opinions. And what’s fascinating is the theme that emerges in the advice. So much so that it would be easy to condense this into a few bullet points that could be distributed to new bloggers.

• Be yourself
• Don’t rehash the same stuff everybody else does unless you have something to add
• Engage in the community
• Enjoy yourself

And there’s really nothing more than that. Seriously, that’s all that’s needed as a basic starting guide.

What’s equally as interesting is where the advice differs in places. Content is key is another undercurrent, but how best that content is delivered is another question. Should you blog regularly, daily even? Yes, no, and it depends are all valid answers.

Similarly, audience is an interesting question. If you’re doing a blog around a specific area or brand, then that’s easy to visualise your audience before you start writing. Something like a general personal blog, or a blog around a somewhat more vague area (how large is media for example) is harder.

I’ve always thought of start a new blog as somewhat akin to Sartre’s artisan creating a knife, and the definition of man, in Existentialism and Humanism. First the blog exists, then it surges forward and defines itself. And then continues to definite itself. Just because the writing has never touched on a certain topic, it does not mean this topic can never be broached.

Certainly this blog has changed drastically since it was first set up, and the early days were also worlds away from the first blog I ever created.

And that’s also the joy of blogging. You’re always learning, always developing, always reacting and always changing. Sure, there’ll be constants over time; the writing style, for one thing, will evolve into something recognisable (but this doesn’t mean it won’t stop evolving).

As such, there’s no such thing as a complete blogger, or anybody who completely knows blogging. It’s always changing. As Heraclitus may have said, if he’d been born thousands of years later and involved in the blogging scene, you cannot read the same blog twice.

What we can do is immerse ourselves in blogs and online culture. But the minute anybody lays down their keyboard and proclaims to be an expert on blogging, for whatever reason, they’re lying.

Essentially, in everything, you can either move forward or fall backwards. Standing still isn’t an option. Which is to say the blogger who knows it all will be tomorrow’s Luddite.

written by Gary \\ tags: advice to new bloggers, blogging, crowdsourcing

Earlier this week online blog network Shiny Media went into administration, which led to Techcrunch to declare the UK’s experiment with blog networks were over.

That’s probably going a bit far, but for all the growth and proliferation of blogging, it’s probably never been harder to set up and keep a blog network afloat in this day and age.

A few years back, when The World had generally decided that citizen journalism was definitely going to kill the mainstream media and blogs were the future, somewhere, somehow the misconception arose that blogging was the place to make money.

It was so easy; all you needed were a few clicks of a mouse a nice lick of virtual paint and, hey presto, your blog was up and ready to go, challenge the established order and make money.

Quite.

That really isn’t the case, you know. Some blogs do make money, but they’re often those who happened to be in the online space first, and were better than their competitors at the time. These blogs have had time to build traction, work on the USP and establish a loyal readership. These blogs didn’t just become success stories overnight.

The majority of bloggers I’ve met largely do what they do for fun, and in their spare time (and a few very professionally done blogs have really surprised me, given the resources they have behind them). A few make a bit of money from blogging, but generally not enough to give up the day job.

One comment on the Paid Content article from Robyn Wilder, one of the brains behind the Domestic Sluttery blog, sums this up neatly:

“Domestic Sluttery was largely set up by the editors as a work of love, and the writers joined in the same spirit. No one is relying on it to provide an income; we may get paid one day but that’s not why we’re doing it.”

Domestic Sluttery (while definitely not aiming at me as a target audience) is one of those blogs that could one day make money. It looks good, is well-written, and has a growing readership. But it’s definitely not going to provide a living for the editors and writers. Yet. One day, it might be worth a bit, though.

As for making money from blogging, the rates generally tend by be lower than the mainstream press when you compare wordcount, etc.  Certainly a lot less than the NUJ’s suggested freelance rate, although that’s sometimes not the point. I’ve taken on some blogging jobs for sheer enjoyment. That said, if I was completely freelance and didn’t have a day job, I would be a lot more money-orientated.

But that doesn’t mean that a blog network can’t be profitable, and I’d tend to agree with Katie Lee – one of Shiny’s co-founders (who left the company in February) – that Shiny could (or indeed should) have still been going strong and had the potential to be profitable.

There are significant gaps in the online market still in certain areas. Fill these and you’ve at least got an audience, although monetising them is another problem.

Firstly, the advertising market was tough enough before the recession. Now, it’s trying to climb the cliff it fell off a few months ago, and it’s as tough for the mainstream media as it is for online offerings. Bottom line, any blog network today should have an alternative stream of revenue to advertising. Build your business model on advertising and you may as well stick up a For Sale sign over your network.

Running a blog network also takes time, effort and, if you’re intending it to be a commercial venture, money. And the more blogs you have, the more time, effort and money it will take up (although I don’t know the ins and outs, my suspicion is this is one of the areas where Shiny fell down somewhat). Again, if you’re determined to pay your freelancers, the cash has to be coming in from somewhere. Otherwise, it’s low rates, or no payment at all.

There will be successes. There will always be successes. But these successes are exceptions to the rule, rather than the rule itself. And for all the supposed last rites of the media industry, mainstream and commercial publications are in a much stronger position than independent networks. And, as the Devil’s Kitchen points out, many blogs are dependent on such places for their content.

Come the end of the recession, it will be interesting to see what shape both the traditional and online media companies will be in. I suspect a few more from both will go to the wall, some of them high profile. At the end of it, some blog networks may survive, but these will probably be the ones with very clever sources of income.

It’s a shame Shiny Media has ended up where it has today. For a time being, it looked as if it might have been able to hold its own and even surpass traditional media in some areas. But for a variety of reasons, and a few bad decisions, it hasn’t.

Hopefully some of it can be salvaged. Some of the individual blogs still lead their field, and will as likely be worth a decent sum. It would be a shame to see the likes of Catwalk Queen and Shiny Shiny disappear completely.

And for all the problems that beset Shiny, it had some damn fine writers working for it, many of whom are now out of work, and that’s one of the saddest aspects. So if you happen to be reading this and have any space, please take pity on the ex-Shinies and give them some work.

[Disclosure: I've got to know many of the Shiny editors and writers, past and present, on a professional and personal level, and some are now good friends. Even many of the ex-employees have been caught in the crossfire on this. Hopefully it'll all work out for those affected who I know well.]

written by Gary \\ tags: blog networks, Shiny Media