Actually, Arrington continues to spread some juicy gossip about what’s going on with AOL. On his Uncrunched blog, he says that rumor has it that Aol is looking for a new president for its Huffington Post Media Group.

“The executive will report to Aol CEO Tim Armstrong, apparently, not Huffington,” he writes. “Currently Arianna Huffington runs both the business and editorial sides of the group. Running a business is fairly new to her. Before the Aol Acquisition Eric Hippeau was the CEO, but he resigned just before the Aol deal was closed.”

“By far the most interesting part of all this, though, is it’s not clear that Arianna Huffington is aware that the new position will report to Tim Armstrong, not Huffington,” he says. “Whatever happens, I’m pretty sure I won’t be getting my old job back.”

There have been some notable departures from Mashable as well, including Editor Ben Parr, who announced his transition just a few weeks ago.

There have been plenty of other changes throughout the industry over the course of the year, but these have been some of the more publicized.

Now, it’s ReadWriteWeb that’s going through some changes. Last month, arguably the blog’s most recognizable author Marshall Kirkpatrick announced that he’d be stepping away from his full-time gig at ReadWriteWeb, though he’ll still be contributing.

Today, news comes from ReadWriteWeb itself that it is being acquired by Say Media. RWW founder Richard MacManus writes:

I’m thrilled to announce that ReadWriteWeb has been acquired by SAY Media, a digital publishing company headquartered in San Francisco. ReadWriteWeb will anchor SAY Media’s growing Technology channel, which reaches more than 75 million global consumers each month.

ReadWriteWeb is going to get bigger and even better. Our plans include widening ReadWriteWeb’s editorial scope and expanding our team. That starts from today, with the addition of SplatF’s Dan Frommer to our team as an editor-at-large. We will also be doing a re-design, utilizing the sophisticated designers at SAY Media. With SAY’s technology and services, we’ll be able to scale ReadWriteWeb in ways previously unavailable to us. So I’m very excited about our team joining SAY Media. We’re going to take ReadWriteWeb to the next level!

Frommer tweeted:

MacManus and Say Media CEO Matt Sanchez put together this video:

“As part of SAY Media’s portfolio of owned and operated media properties,ReadWriteWeb will take advantage of the company’s proprietary technology platform, experienced ad sales team, and world-class design expertise to scale its business to reach more technology enthusiasts and decision-makers,” the company says in its press release. “Under SAY’s guidance, the site will continue to evolve through design and user experience innovations that align with SAY’s Clean Campaign vision, and also expand its editorial scope to appeal to a wider array of technology consumers.”

Say Media’s other tech properties include: Android and Me, Gear Patrol, gdgt, SplatF and TechDirt.

Say Media, which gets about 650,000 uniques per month in the U.S. (Quantcast), is looking to go public. Sanchez is quoted as saying, “Next year’s about how do we get ready to go public.”

According to TechCrunch, Say Media paid $5 million for ReadWriteWeb.

ReadWriteWeb outlines the process for us

It appears that Facebook has quietly launched a new option in the settings area called “username” where you have the option to change your Facebook username. To find this option, go to “Settings” at the top-right of the Facebook page and then click on “Account Settings.” The second option from the top is “Username.” Press “Change” to enter in your new username and then click “Confirm” when you’re ready to set it.

Now remember that this is a one time only proposition. Why this is the case is a bit of a mystery but one that we mere mortals may never know the answer to.

So, the good news is that you can change any of the mistakes that you made regarding your vanity URL. The other good news is that it looks like the big Tin Man of social media, Facebook, went out and got a heart.

Some of the more entertaining usernames have been created either by prankster friends or someone possibly falling asleep at the keyboard. Since there are 250 million Facebook users I gotta think that there are rather ‘inventive’ names. Have you run across any?

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Naturally, MySpace’s Internet safety announcement is about increasing privacy and safety for its minor members. ReadWriteWeb reports that the updated features will include:

• For users 16 and 17 years of age, the default profile setting will now be private — previously this was a default only for 14 and 15 year old users (14 years old is the minimum age for site membership).
• MySpace will look into the creation of a “children’s email registry that will empower parents to prevent their children from having access to MySpace or any other social networking site.”
• The creation of an “Online Safety Task Force” that would develop and review online safety tools (such as those used for age verification).
• The launch of an “online safety public service campaign” to teach parents how to keep their children safe on the Internet.
• No user can browse for users under 16.
• Users under 18 are restricted from age-inappropriate areas such as Romance and Relationship, or Mature chat, forums and groups, nor can those users browse based on categories such as relationship status, smoker, drinker, or income
• Users over 18 can only search the school section for high school students graduating in the current or upcoming year.

Nice ideas . . . but my minor sister’s profile says she’s 100 years old. . . . Will these new guidelines automatically go into effect for her?

The guidelines, called the “Principles of Social Networking” (although what I think they meant to say the “Principles of Privacy for Minors in Social Networking”), were drafted by MySpace and 49 US state attorneys general.

For those of you in the know, you’ll note that number that means one state’s attorney general didn’t sign on for the project. So who is this renegade AG? Texas Attorney General Greg Abbott.

Now, of course, it’s not that Mr. Abbott thinks that child predators have rights, too—he doesn’t. In fact, according to a CNET blog, he objects because he thinks these principles don’t go far enough:

Although we believe that MySpace.com, along with other state attorneys general, is working to protect social-network users, we cannot endorse any initiative that fails to implement a reliable age verification system. Doing so would give Texas parents and their children a false sense of security.

Abbott has a point. The principles proposed are a step in the right direction, but nothing prevents minors from lying about their age when they sign up. MySpace Chief Security Officer Hemanshu Nigam says “that more research and development is necessary” on the age verification technology.

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It makes a lot of sense if you think about it. Less people will complete a doctorate as will complete a four year undergraduate degree. Less people will compete a four year degree as will graduate high school. Less education usually means less reading and less reading leads to a lower level of reading comprehension. If the words and sentences you use are too complex a number of people who might otherwise appreciate what you have to say may have trouble following how you’re saying it.

Blogging is a conversation and in order to have a meaningful conversation both sides need to have the ability to understand each other. You could be turning away readers by making it too difficult for them to read and follow what you have to say.

How do you know what level of education is likely needed to understand your writing? Enter the Gunning fog index.

What is the Gunning Fog Index?

The Gunning fog index is a simple test developed by Robert Gunning in the 1950s. The Wikipedia page on the other side of the previous link, lists the algorithm for calculating the index as:

1. Take a full passage that is around 100 words (do not omit any sentences).
2. Find the average sentence length (divide the number of words by the number of sentences).
3. Count words with three or more syllables (complex words), not including proper nouns (for example, Djibouti), compound words, or common suffixes such as -es, -ed, or -ing as a syllable, or familiar jargon.
4. Add the average sentence length and the percentage of complex words (ex., +13.37%, not simply + 0.1337)
5. Multiply the result by 0.4

which leads to the following formula:

The number you get at the end should be the average level of education a person needs to understand the passage in question. A Gunning fog index of 12 correlates to a high school senior.

The formula isn’t perfect. Words like “everyone,” “popular,” and “average” are considered complex words, because each has three syllables. I doubt many would stumble over those words or require having a high level of education to comprehend them. Still if you use them your Gunning fog index goes up. Some passages with a high index are rather easy to read and you can write a passage with a low index that is much more complex than the index would say it should be.

Overall the Gunning fog index does seem like a reasonable indication of how difficult a passage is to comprehend.

The Gunning Fog Index for the Technorati Top 20

I thought it would be interesting to calculate the Gunning fog index for some of the most widely read blogs and see how much schooling we need to understand them. I grabbed the list of popular blogs from Technorati, found three paragraphs from recent blog posts that were about 100 words each (75-125 words), and manually counted words, sentences, and complex words. Then I ran the calculation and took the average of the three paragraphs and called it the Gunning fog index for each blog.

I’d hardly call what I did scientific. Three recent paragraphs is not enough to characterize the writing of an entire blog and I have to admit counting complex words isn’t as easy as you’d think. There’s a little bit of play in some words that use the suffixes mentioned in the list above. A couple of words here or there does affect the calculation, though probably not too significantly. Were I test the same passages again in a few months the numbers below could easily differ somewhat. However, I don’t think the index in generally is meant to be highly scientific. It comes across more as a reasonable approximation of how difficult a piece of writing is to comprehend.

If you count the number of blogs below you’ll notice there aren’t 20. A few of the top blogs didn’t have passages of text long enough to test as they mostly relied on images for their posts. If anything that only adds to the argument that to be read more you need to stay away from complex writing.

I could have continued with blogs further down the popular list, but the manual calculations got tiring and I wasn’t bright enough to search for an online calculator like the ones below.

http://simbon.madpage.com/Fog/
http://www.online-utility.org/english/readability_test_and_improve.jsp
http://www.editcentral.com/gwt/com.editcentral.EC/EC.html

If anything the indexes I calculated will be a little bit high. Whenever I wasn’t sure if a word was considered complex I generally counted it. I also compared a few of my calculations with the calculators above and saw the same thing. My numbers are perhaps a half an integer on the high side based on the calculators and my own sense of how I ran the numbers.

• Engadget – 15.34
• Gizmodo – 10.91
• Techcrunch – 8.58
• BoingBoing – 10.13
• Huffington Post – 10.49
• Lifehacker – 12.10
• ars technica – 14.97
• Beppe Grillo’s Blog – 10.17
• Mashable – 15.30
• TMZ – 9.89
• Seth Godin – 9.32
• ReadWriteWeb – 13.52
• ProBlogger – 13.90
• Google Blog – 15.42
• Treehugger – 12.80
• Smashing Magazine -12.06

The average Gunning fog index for all of the above blogs was 12.18, or the equivalent of a high school senior. Going in I expected the number would be lower. I was surprised to see numbers over 15 and some of the individual passages I checked were as high as 18 or 19. I’m not sure how much weight you’d want to put on these numbers, but I can say it was easier to read the paragraphs that had lower indexes than it was reading those with higher indexes.

Across the board it’s very common for writing that is meant for the general public to have an index around 11 or 12, with technology related content having indexes up to 15. The numbers above would agree.

I couldn’t calculate the Gunning fog for all the above blogs without being curious about my own blog. Taking three paragraphs from recent posts here resulted in a Gunning fog index of 10.38. I guess 10th graders and above are welcome.

Conclusion

Aside from the conclusion that I need to look for online calculators before spending the time to make manual calculations what does any of the above prove? Mostly if backs up the initial thought at the beginning of this post. If you want your blog to be more accessible and more widely read you need to write simply, or at least you need not to write too complex.

Whether it shows or not I am usually conscious of the words I’m using here. I will rewrite a few things to make them simpler and I try not use big words when they aren’t necessary. I may not be the most popular blogger and I may not have the largest audience, but I haven’t had many people tell me they couldn’t understand what’s written here. People may not agree with me or enjoy what I have to say, but at least they understand what I’m trying to get across.

If your blog is going to attract and hold a larger audience it’s going to do that based on the ideas you have to share and how far those ideas can spread. Before your ideas can spread across the web they need to be understood so you may want to think about the Gunning fog index and periodically check to see how easy or hard it might be to follow your writing.

Maybe your target market or your blogging voice calls for more complex writing, but odds are you’re looking to write at a level that can be understood by a high school junior or senior or in my case a high school sophomore.

If anyone wants to run numbers on some of the blogs above for comparison let me know. I’d be interested in seeing what you come up with and there’s at least a link in it from me to you. If you want to share the Gunning fog of your blog either try the manual calculation or use one of the calculators above. The calculator is easier, but having to read through the passages to count the words, sentences, and complex words will give you a better understanding of how the index works.

What’s your Gunning fog index? How much education do I need to read your blog?

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