When content started being given away for free on the internet, we knew journalism, specifically print journalism was in trouble. Over the past 10 years, more than half of journalism jobs were lost in the Bay Area. The same trend can be seen across much of the country due to the disappearance of subscription based revenue. Advertising revenue became the only viable means of profitability for now bloated news organizations. Unfortunately, even ad revenue prices are coming down.
The New York Times is arguably at the pinnacle of print media. For those in the finance space, the same can be said for esteemed organizations such as The Wall Street Journal and The Financial Times. They all employ the best writers, the best editors, and the best creative directors. For many years, my journalist friends at such organizations viewed bloggers as bulbous ticks looking to be impaled by mightier pens.
Nobody can blame traditional journalists for looking down on bloggers. After all, most of us do not have formal journalism training. Our quality of writing simply cannot compare, especially when we have no editor to make our prose sing. We also do not have the patience for doing in-depth research partly due to laziness, but also partly because we aren’t professionals. For 99% of bloggers, blogging is simply a hobby where we can relay our opinions and connect with others in a congenial way.
Since transitioning out of Corporate America, I’ve spent more effort on every article I write. Part of the reason is due to simply having more time. The other reason is because in order for me to make a sustainable living online, I need to generate more traffic by producing better quality content. Journalists and freelancers know this all too well.
MAKING $50,000 A YEAR AS A JOURNALIST IS NOT EASY
I have an affinity for journalism because the industry is being disrupted as badly as my old industry in financial services. Declining prices (ad rates/commissions) and cheap competitors (bloggers, algorithmic trading, online brokers) have all served to downsize the number of jobs available and compress compensation. Working harder for less pay while always having to look over your shoulder is no way to live.
What I understand from my journalist friends is that more journalists are being compensated by the number of page views their stories generate. Stable journalism jobs at large organizations are hard to come by as the trend is towards freelancing. If a journalist can earn is 2 cents per story view, they are now considered lucky.
Publication owners are savvy to employ this compensation model given they only pay a journalist if the article does well. One would think that such a compensation model would also encourage journalists to write the most unique, in-depth articles revolving around the world’s most important issues. Unfortunately, the world is more interested in scandals, gossip columns, sex, and what your favorite movie star is wearing. The ADD generation doesn’t want to read articles like the ones The Economist produces anymore.
Let’s say you want to make the median American household income of $50,000 as a journalist today. At 2 cents per story view, you need to generate 2.5 million hits a year. 2 cents per story view doesn’t sound like much, but if you are a blogger, you know that earning $50,000 a year on 2.5 million page views a year means you are making a whopping $20 CPM (earn $20 for every 1,000 page views or costs $20 for every thousand impressions from the payer’s point of view)! With CPM rates closer to $2-$4, 2 cents per story view now seems aggressive. But, let’s give our journalist the benefit of the doubt anyway for illustrative purposes.
To put the difficulty of achieving 2.5 million page views a year into context, the NYTimes.com attracts around 150 million pageviews a month according to ComScore. With 1,000 editorial staff members, that comes out to roughly 5,000 page views a day per or 1,875,000 page views a year per staff member. If we are to use 1.875 million page views a year and 2 cents per story view as a basis for calculating a journalist’s income, we get $37,500 a year. $37,500 a year is not much for someone who works at one of the greatest print media publication on the planet. I lived off $40,000 my first year in New York City in 1999, and I had to skip meals and share a studio with a friend to survive!
Based on these estimates, it’s clear why the print media business has seen tremendous downsizing over the years. The New York Times has been aggressively offering buyouts for many of its senior staff members to the tune of 2 weeks of severance per year of work. Meanwhile, Time Inc. is also looking to cut up to 700 jobs this quarter (out of 8,000) to save $100 million in costs as revenue continues to decline. As a severance specialist, I think two weeks per year is on the light side, but it’s better than getting fired and left with nothing.
MAKING $50,000 A YEAR AS A BLOGGER IS NOT EASY EITHER!
From the years 2009-2011, the average article length on Financial Samurai was around 750 words. Since my retirement in the Spring of 2012, the average length has ballooned by 100% to over 1,500 words as I spend more time researching each topic to provide more value to readers. Every blogger knows that meatier articles do better with search engines. And every blogger knows that search traffic is what pays the bills. The result of longer content has been a three-fold increase in average daily traffic over the past twelve months.
But guess what? To follow the example above, it’s taken me over three years to achieve over 5,000 page views a day or 1.875 million page views a year. During this time period I’ve had to write over 650 articles, edit every single one of them, find my own relevant pictures, and then promote them over social media. Trying to fix all the bugs that occur with running your own site is a full-time job by itself. When you put in so much work only to be rejected, discarded, and ignored, it is no wonder why most bloggers quit within six months. The essence of the Yakezie Challenge and the Yakezie Network is to provide motivation and a tremendous support group for everyone to succeed.
The typical personal finance blogger with 5,000 or more page views a day should be able to generate $4,000+ a month if their sites are properly optimized. That said, less than 0.1% of blogs out there receive such traffic. The difference between bloggers and journalists when it comes to making money is that bloggers are the media owners and the content creators. We are also not 100% reliant on advertising revenue. We can create our own products to sell. We can highlight other products we use and love as potential solutions for readers. There is also the possibility of hosting the often debated sponsored content as well. Essentially, bloggers have more flexibility to pivot because we are literally masters of our own domains.
MORE THAN MONEY
Most of us write because we love to write. Nobody gets into blogging to make a lot of money, just like nobody goes into journalism to become the next Rupert Murdoch. If they do, chances of failure are even higher. We want to be read and we want to be heard. If we ever try to calculate our earnings on an hourly basis, we’d probably start laughing deleriously before heading to the nearest bar and then start crying. Don’t start calculating now!
What drives me to write are the connections I make with readers. It’s like creating one big family of penpals from all over the world who are all trying to figure out ways to build wealth and lead better lives. The other driving force is creative freedom. We writers are creative types who often extend our skills beyond scripture. From choosing our tag lines to developing our brand through color schemes, we love to introduce new things to the public and see how they react.
Unfortunately, we can’t live without a basic level of income. With $1.5 million dollar starter homes in San Francisco, $70,000 a year is the minimum amount I need to raise a family and be reasonably comfortable here in Fog City. Each person should calculate their own base line level income for happiness. When the industry is constantly evolving, it’s imperative we adapt or get left behind. Here’s a three minute video by Jeremy A. Smith from the Stanford Knight Fellowship talk series which captures the state of journalism today.
Despite getting let go from the Mercury News in 2007, Janice is more optimistic than ever about her future in journalism because she decided to start NeighborWebSJ.com. We understand the Janices of the web because we are the Janices of the web! Another important thing Jeremy touches upon is the lack of security. None of us full-time bloggers or journalists know how our revenue will flow from day to day. We can only hope for the best and keep on producing.
HOW BLOGGERS AND JOURNALISTS CAN HELP EACH OTHER THRIVE
Here are the pluses from each field:
Journalists: Massive distribution platform, superior writing skills, large personal network of other journalists, pedigree, public figures.
Bloggers: Owner of their own platforms, superior technical and internet search skills, potentially large personal network of other bloggers (Yakezie Network for example), more experience with internet monetization.
In any type of collaboration there needs to be mutual benefit.
Here is a list of what I think each side wants:
Journalists: More exposure, more recognition, more income, more autonomy.
Bloggers: More exposure, more recognition, more income, more authority.
Journalists and bloggers pretty much want the same thing! The main difference lies in journalists wanting more freedom to create, while bloggers have all the freedom they want, but lack authority.
Solutions To Creating More For Both Sides:
* Create more collaboration with journalists and bloggers through the creation of a portal or forum to share ideas, resources, monetization tactics and stories. Why not create the HARO (Help A Reporter Out) for Finance? The main difference being that our platform is based on building long-term relationships between reporters and bloggers similar to the model we have here at Yakezie.
* Include more bloggers as sources of information in articles written by journalists. The Yakezie Network represents practically every type of person with every time of scenario. We are mothers, fathers, lawyers, doctors, bankers, internet whizs, single parents, debtors, and creditors. We come from every major racial group as well. We just so happen to have blogs. Financial journalists can easily find a credible source from over 100 of the best personal finance blogs on the web.
* By using a blogger as a source, the blogger will in turn happily link back to the article, bringing the article more traffic, and therefore more income to the journalist. Sourcing a blogger as a resource provides more credibility to the story because the reader can simply click on the link to learn more about the source’s personal story. Readers crave a back story, and bloggers are experts at story telling.
* The blogger develops authority and gains traffic by being mentioned in a reputable publication. Meanwhile, the reputable publication develops a powerful organic backlink that will help its article rank well in search for years to come. If a reporter highlights an individual who does not have a blog, they will not gain the benefit of a backlink to help their story through organic search. In other words, if there is a choice between finding a source with no online presence, and finding a source with tremendous online presence, the latter is preferred all else being equal.
* Journalists need to know that blogger’s crave media mentions. Bloggers work tirelessly against all odds to build a name for themselves online. There’s probably nothing more rewarding than getting mentioned in the New York Times, Wall Street Journal, or LA Times. Once a mention is given, a journalist will have an advocate for life who can be a continued go-to, reliable source for information in future articles.
* In terms of more direct income generation for journalists, large enough bloggers provide consistent freelance work to writers who have the skill to produce quality content. So far, bloggers in the personal finance arena are only hiring other bloggers as freelance writers. There should be no reason large personal finance bloggers can’t hire freelance journalists in the financial field. Meanwhile, bloggers largely give maximum freedom to the freelance when creating their article. At the end of the day, it’s about building a symbiotic relationship where both parties win. The combination of quality content plus branding and effective marketing creates tremendous opportunity.
WE WILL MAKE PROGRESS
As creators of content, it’s important we stick together as we charter the unknown developments of the internet. Bloggers and journalists face the same challenges of declining ad rates, content theft, and a thinning of patience from our readers. The blogging platform as we know it may no longer exist in five years.
Bloggers are gaining more credibility in mass media with the formation of mega sites such as The Huffington Post, Seeking Alpha and Business Insider. If we can collaborate and leverage our respective expertise, I’m confident we will be able to continue to thrive.
START A MONEY MAKING BLOG
It’s been around six years since I started Financial Samurai and Yakezie and I’m actually earning a good passive and active income stream online now. The online income stream has allowed me to pursue other more interesting things, such as consulting for various financial tech startups, traveling around the world, and spending more time with family.
I never thought I’d be able to quit my job in 2012 just three years after starting Financial Samurai. But by starting one financial crisis day in 2009, Financial Samurai actually makes more than my entire passive income total that took 15 years to build. If you enjoy writing, creating, connecting with people online, and enjoying more freedom, check out my step-by-step guide on how to start a blog. It’s one of the best things I did in 2009 to help earn extra money and break free from Corporate America!
I think bloggers are being more accepted in mainstream media – just look at the Forums and it seems that a new blogger is making headlines each week. I think there will always be media hold-outs, but it is getting more and more mainstream.
I think that bloggers are starting to earn their keep and be looked at like a “real” source instead of some hack that has a computer and an internet connection.
I do like the idea of HARO like service/Yakezie network collaboration. Making it easy to get bloggers and journalists in contact with one another. Journalist have to deal with deadlines so having a one stop shop can be helpful for both sides.
It’s an interesting idea. Any attempt I’ve made to get noticed by a journalist has been met with deafening silence, and I’m sure it ties back to many of the reasons you had listed near the top. I would be more than open to participating. I think one of the challenges would be to figure out a way where the journalists would pick from the bigger pool and not just skim from the top. This is something I see even within just the blogging community, where bloggers tend to give roundup spots and post references to the bigger bloggers, giving a bit more to the rich-get-richer effect. Yakezie members/challengers are better at this than any other area I’ve seen within the blogosphere, but it still does exist to some degree. My only concern with this would be that this could give a lot of benefits to the bloggers at the top of the list (in terms of measurables like popularity, page views, authority, etc.) but quickly diminish after the top bloggers get their ‘boost’. I’d be interested in participating / offering feedback.
You make a good and very fair point about potentially bigger bloggers just being used as a source. That said, let’s say a reporter wants to write about single mothers who went from bankruptcy to building a thriving business? No matter how special the bigger blogger is, if he is not a she, and is not a single mom, then he will not be referenced.
We can all fill out our profiles and provide a menu of our background for journalists. Could be good, but I’ve got to get some feedback from journalists first.
I have worked with professional journalists a few times, and it is always a similar yet wildly different experience. Usually they try to put together a story as quickly as possible to hit their deadline, but they each approach a situation with a different angle or underlying goal.
I have used HARO, and will again in the future, as a tool to find a win-win situation in promoting myself and my brand while giving free and useful content to the author.
I think we still need journalists to report unbiased news. However I agree they also need to be open to adaptation. And many already are because they have to in order to survive. I didn’t realize so many have lost their jobs. I think bloggers are also becoming more accepted. We have our own styles and opinions I think that’s what our readers like and keep coming back for. There definitely are waya we can collaborate. I like your ideas Sam!
Some very interesting ideas here, Sam. I think, however, that although there is a space for collaboration and mutual benefit between journalists and bloggers for a long time this can be only ‘a union of convenience’. What I also think that journalists will take different paths – some of them will join us, bloggers, by become one of us (becoming bloggers). Others will work for the really large sites – the sites of banks, corporation etc.; in other words they will stay in the main stream.
I liked the main difference between bloggers and journalists being ‘autonomy’ and ‘authority’.
Putting my journalism hat on for a mo: Using sources who are active online is always a win, because they’ll help to promote stories through their networks. I personally don’t see the need for a separate HARO just for PF, but then again I don’t know how big the US market is.
The market is enormous here in the US, and frankly the world for financial journalism. The key differentiator is that we are a cohesive unit of 100+ bloggers who all know each other. Our relationships are our main differentiating factor between the Yakezie Network and other Networks which are not based on meritocracy and a 6-month Challenge, but often times has no hurdle to cross, or simply requires a fee to join.
If a journalist can’t find someone w/in the Yakezie Network to source, then certainly one of us will know someone to be a source. This is how we’ve been able to thrive on the business side of blogging.
@MoneyBeagle (since I can’t see to directly reply to comments)
It all comes down to what you have to offer and whether that meets the needs of a journalist. Same business principles, really – do you have the solution to a problem faced by your customer? I receive hundreds of emails a day, and the percentage that I actually reply to is minuscule as most are way off the mark.
You’ll often see the same people interviewed over and over – the kind of people are who are media savvy and quick to respond when needed. Some are genuinely great sources – knowledgeable and articulate – others are just used for ‘rent a quotes’ when you need ‘balance’.
In my blogging roundups, I link to great posts, by bloggers either big or small. There are many big bloggers who consistently write great content and deserve all the links they get, but also I think there are many who really are a bit overrated, while there are smaller bloggers who also write fantastic stuff.
PF is a hard topic to sell to main stream media.
When I was a political blogger, I had no trouble attracting media attention, but that was because I could move faster on the news cycle than they could. They had editors and deadlines for articles in process. I could find an event and write about it in minutes, then shoot an email off to a Politico blogger or WaPo blogger. The whole process took 30 minutes.
The point being that at the level of NY Times or other mass media sites, they spend 99% of the time chasing or trying to make the news cycle and until “how to make a budget” becomes the top search of the day, it’s hard to imagine a world where the media takes PF very seriously.
Still, there are opportunities out there. I love the idea of HARO. I think local news and radio might be the most strategic media choice. Since they are often left in the dust on the national scene, they might be interested in pairing up with local bloggers. Perhaps Yakezie could clear the way by getting in touch with city media outlets to let them know what and where local members are?
Hi JP, thanks for your insights. Politico is a big blog. If you were able to easily attract their attention and get your story published, why not continue? Sounds like you had a good thing going.
This article is more about creating synergies between traditional media and bloggers, rather than big blogs like Politico and smaller bloggers.
Radio and local news is a good idea, although perhaps they are too local to fully scale? I’m not sure.
It was a little too addicting too be honest. I spent 5 hours a day trying to stay ahead of news cycle and get big links. Kind of like Forex Trading!
It completely burned me out. Plus, politics is a nightmare to monetize. I’d made about $500 in 2 years.
Gotcha. Totally understand with your trading analogy.
Reporting the latest news is so tough. It’s good for bloggers to give their perspective on the news on occasion, but without a team of reporters/staff writers I think we’d burn out.
Better for us to write evergreen content.
I’ve tried HARO a few times, but I’ve never heard a response.
I think that the mainstream still doesn’t have a great opinion of bloggers and blogging. When you say “I have a blog” to most people and they are going to imagine a website with photos of your cat. The great thing about blogging, the low barrier to entry, is also it’s curse. The same word “blog” applies to Financial Samurai, LolCatz,and the random musings of my mother’s favorite fanfic author.
And when you try to be taken seriously, you are labeled self-important. Just look at descriptions of bloggers in the recent Jack In the Box radio ad or the movie Contagion.
But Edward, our website does have pictures of our cat! Although for the most part I don’t think that diminishes the level of content on our site.
I wonder if some of the hesitation for journalists to use bloggers as sources comes from the fact that occasionally we are a bit unfiltered in our content and a link back to our home page might occasionally have something a little off the beaten path or perhaps even a curse word?
There’s definitely a level of us being unfiltered where not all the content on a blog can be recommendable by the author. Good point. Although, any good blog worth its weight should have some silliness, humor, zing, and controversy. A blog is a reflection of ourselves. We are not robots, therefore a reader shouldn’t expect our content to be robotic.
I’ve posted a picture of my three-legged Trident before. The things you mention certainly give a blog a personal touch. My first impression would be that that is what limits us from being taken seriously, but then you see sites like Budgets Are Sexy and he doesn’t seem to have any trouble being taken seriously.
I’ve tried HARO several times as well, and only got one response, and then a let down. HARO is too impersonal for my tastes. I’d love to build an interlinking network of the best financial journalists and best financial bloggers on the web. What a powerful group this could be!
Perhaps we should simply call ourselves online publishers instead from now on?
I’ve thought about that. One the one hand, it seems like a new title would be the route to differentiate ourselves. but on the other hand the ones that try that seem to be the ones most pilloried.
I love this entire concept, and your idea to start your own collaborative section of Yakezie to connect journalists with bloggers. I’ve personally never tried (or even heard of) HARO, but collaborations like you speak of just might be the wave of the future.
When journalists and bloggers work together and promote each other, rather than look at each other as the competition, everybody benefits in the internet world for all of the reasons that you’ve laid out. Compare this to the past. You never would have seen one newspaper or magazine promote an article from one of their competitors and tell their readers that they have to go check it out. There was no benefit for them in doing that. Everything is different on the internet.
I think if you started this on Yakezie, and attracted the attention of some leading journalists to this post which explains the benefits, you could gain traction in this endeavor. You are a very motivating and convincing writer Sam!
Thanks Matt. I’m seeing more collaboration between some papers online. For example, the SF Chronicle, KQED, and Stanfor’d Peninsula Press are finding ways to leverage each other’s articles off their respective platforms.
The idea seems like a no brainer, so I’m looking for what I’m missing. There is always something missing, and the comments are helping me understand the perception of bloggers.
I’m reaching out and looking for more journalists to pitch in on this article. One of the key things you are aware about is the generation of revenue. I’m not sure there are too many journalists who generate five figures a month from their writing, but we all know many bloggers who do. I wonder if journalists got a peak at more more blogger’s revenue streams would they start taking bloggers more seriously?
I think the idea of journalists and bloggers collaborating is a great idea. However, I agree with Edward Antrobus that bloggers are seen as a low authority since anyone can say they have a blog. It’s up to the blogger to appear more reliable by writing with great articles. Perhaps as the lines between journalist and blogger become more fuzzy, more collaboration will occur.
Hi Jennifer,
I definitely see the line between journalist and blogger become more fuzzy as time goes on. The issue is whether we can accept reality and adapt.
The Yakezie has some of the finest blogs on the web. If we create such a collaborative program, I would ask all participants to step up their game a little more or include other criteria in their blogs such as news/editorial commentary once a week or so. There’s a lot we can do. I just need to know whether journalists would find this idea useful.
Sorry but a lot of people still think that bloggers are not real journalists. They are expected to do somewhat amazing or work harder just to prove themselves. It’s somehow a prejudiced.
Great article! I’m both a blogger and a journalist and you gave me some new ideas to think about. One tip I’ll add regarding HARO: act fast! Read the e-mail, and if you have a well-targeted response, dash off a note that very minute! Try to respond within an hour if you can. Most journalists are on deadlines and they often get innundated with replies, so they’ll start with the earliest replies and once they have their sources, they’re done. I’ve been contacted by journalists several times using this approach, but I’ve NEVER heard a word when I responded later.
Hope this helps, and thanks again for a compelling article!
Thanks for your perspective. Good tips on being more responsive. What I’m thinking about w/ this proposal is creating a long-term partnership where the Network gets to know financial journalists or otherwise over the long term. It’s not a slash and burn, use and goodbye type of relationship. Instead, it’s a relationship cultivated over time where XYZ journalist knows that they have 10, 15, 30, 50, 100 personal finance bloggers, w/ their respective bios on a page they can go do for insights. In return, we bloggers help promote their articles, promote the journalist, and create a win-win opportunity.
One of the most enjoyable aspects of blogging is being recruited and consulted as a source for mainstream media. These interrelationships, as you mentioned, benefit both sides of the relationship. Recently, I’ve been consulted by Investors Business Daily as source for several articles.
First, another amazing article on something I knew next to nothing about. Journalism is so important to our society so it is very troublesome to hear of such a huge loss of jobs. Your discussion of the numbers shows how hard it is to be financially successful. For me it is simply a way to give back and to give insights to my readers about tax, estate and corporate matters.
It’s definitely not easy to make even the median wage as a journalist or blogger. Now that I think of it, it’s harder to make 50k a year as a blogger given we’ve got no platform to start!
Great article on a hot topic!
I think one of the missing components of what journalists want and what bloggers have is ownership of their work. One of the best parts about blogging is that our created content (at least on our own websites) is ours to use, reuse, and earn on for many years to come. We can repackage as needed, edit/update whenever we need to, move to another platform if we decide to start a fresh website (after looking into possible duplicate content issues), etc. Pretty exciting!
I have been syndicated on the Houston Chronicle website for three and a half years now, and I think it has opened up a lot of opportunities for me through exposure. However, I do not generate much traffic from doing this (which has surprised me!). Periodically one of my articles will get a decent hit of 600 or so visitors for the day from the Chronicle, but mainly it’s a few per day. This is something I need to think about more now that I am taking my writing full-time.
That’s right! I forgot you were a columnist for the Houston Chronicle. There’s definitely got to be some way you can parlay that experience into something more synergistic now that you’ve gone FT. You have the resume, so go for it again!
Hmmm…I don’t think my reply posted (sorry ahead of time if there are multiple postings).
I am definitely thinking about that as I move forward into full-time writing. Thanks for the vote of confidence!
I might be in the minority, but I’ve found some places willing to take your work for exposure. That’s fine but when this is a constant, then you are essentially working for nothing. I’ve been forced to decline gigs with one major publication and one company with a household name because they wanted my best efforts on a regular basis for nothing. The “exposure” didn’t amount to more or sticky traffic on my own site since the site got the tiniest of mentions. Is this the new normal as companies downsize from traditional journalists?
Makes sense to offer some work for free if a blogger can gain exposure. It’s unsustainable, but once you get your foot in the door, it’s what you make of it afterward imo.
Nice article. You are completely right about not blaming the journalists for looking down on bloggers. I believe the blogging world is growing as the day goes by and people are improving in terms of blog contents, more research are being done before a post/blog is published. I see the journalists changing their mind on how they see bloggers in the near future.
Once again, great post!
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I think both groups have a lot to learn from each other. I personally think that journalists don’t write on many of the topics I do. I do write more to educate than to entertain or based on the most recent news. I feel we both have a place in the world and that’s why niches exist.
I do think that collaborating more would help both the journalist and blogger more. I think the blogger would get more out of the interaction though unless you have a blog with a huge following, like Financial Samurai, Get Rich Slowly, Budgets are Sexy, MMM etc.
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A hesitation, as others have mentioned, mmay be our laid back style and the fact that we might not appeal to as broad an audience as they are looking for. I wrote an article for Yahoo!, and I mentioned my writing style and sarcasm, and they said most likely it would be accepted if I had a little humor, but to keep it toned down and more factual.
I do like the idea of hiring a journalist as a freelance writer on your site. Would probably give you some credibility just having them, and the quality of the articles would (should) be very good. I think if I ever hire a writer, I’ll definitely consider this.
Also, I haven’t used or seen the term HARO before. I’ll search it out, as it sounds like there are established sites that host these?
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There is an “argument” happening on my twitter timeline between a blogger and a journalist for the local newspaper. Basically boils down to the journalist not accepting blogging as a “real” form of media because we’re not “professionals”. It made me think of this post…I think this attitude is pretty prevalent with “old media” types and explains the lack of openness to what you’ve proposed here.
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