WebProNews

Over at Business 2.0 Om Malik sees a new news network rising, powered by individuals ...

"I think what we are seeing is the rise of a new kind of news network, thanks in large part to technology. Average Joes and Janes are now armed to the teeth with technology that can capture and distribute news almost anywhere."

This has hardly gone unnoticed by the big boys. They want their share of the fun too - and they'll get it. Jesse Oxfeld at Editor and Publisher writes that many editors of newspaper Web sites are looking at how to effectively integrate blogs into their content offerings - and how to capitalize on the readership outside blogs often send to articles and features posted on newspaper sites.

"Starting soon, (WSJ.com editor) Grueskin plans to target bloggers more specifically, "engaging" them, as he puts, in a variety of areas - technology, business and finance, media, and others - with appropriate content."

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.