Overview of the variety of ways in which journalists use blogs to enhance their work, tell stories, reach out to audiences, and expand their range of influence.

1. Journalists’ Blogs
Mindy McAdams
University of Florida

2. “We’re in a battle every day
for traffic. People are
very, very sporadic
on how they use the Web and
the sites they go to.”
Jim Brady, vice president and executive editor,
washingtonpost.com (AP report, Oct. 5, 2007)

3. What blogs can add
• Background
• Context, analysis
• Expertise
• Personal voice
• Interaction with audience
• Narrow topic focus
• Continuity

5. Washingtonpost.com
has about 80 blogs.
Sports and religion blogs
have proved popular
with readers.
AP report, Oct. 5, 2007. Attributed to Jim Brady,
vice president and executive editor, washingtonpost.com

7. The New York Times
has more than 60
blogs.
http://www.nytimes.com/
ref/topnews/blog-
index.html

8. “The right question is, ‘How
can I spend more time with my blog?’
… Rather than assume
that blogging is an add-on
… taking away time
from ‘serious’ journalism, how about
treating it as journalism itself ?”
John Robinson, editor, News & Record, Greensboro, N.C.
(circulation: 84,000 daily)

9. Robinson usually posts to his blog once a day, every weekday.

12. Gutierrez spent
about three hours a day, most days,
on her blog. That includes
writing, editing and
monitoring the comments.
It also takes time to research
all the links she included.
Bridget Gutierrez was the education reporter and blogger
for The Atlanta Journal-Constitution

14. “Sometimes it takes 15 minutes.
Sometimes, if I’m live-blogging,
it takes four hours.
Or four days.”
Jamie Gumbrecht was the lifestyle columnist and blogger
for The Lexington (Ky.) Herald-Leader

15. Guidelines
• Adjust your writing style
• Use links effectively
• Manage comments intelligently
• Decide on the best length and frequency
of posts—suitable for your topic

16. Adjust your writing style
• Short posts are good
• Short paragraphs are good (easy to read)
• Do not be “too” complete
• Do not write like you “know it all”
• Include readers—do not exclude them
• Find an appropriate tone

17. Short and clear, easy to read

18. Personal and “behind the scenes”

19. How to use links effectively
• Not too many links
– “Less is more”
• No “obvious” links
– Avoid links to well-known Web sites
• No paid links
– You will lose the readers’ trust
• Only links that have real value to readers
– Increase your own credibility
• Link text > clear, not confusing

20. Too many links!

21. How to manage comments
• You can delete any comment—it’s YOUR
blog
• Do not delete a comment only because it
disagrees with what you wrote
• Read comments often
• Respond often
• Do not respond to every comment

22. Length and frequency of posts
• Too infrequent = no audience
• Too many posts? Too much effort for the
readers
– Exceptions: Crime blogs
– Breaking news blogs, e.g. floods, earthquakes
• Long posts? Too much to read
• Watch the statistics
– Learn when your readers visit your blog
– Learn where your readers come from

23. Some types of blogs are updated very frequently

24. Google Analytics (free stats)

26. Discussion
• Personal blogs
• Independent blogs (entrepreneurial)
– Expertise
– Unique voice
• Event-specific blogs
• “Live blogging”
• SEO and headlines

27. Journalists’ Blogs
Mindy McAdams
University of Florida
mindymcadams.com