To test the direction that blogs are heading - rather than where they have been historically ...
Catalyst probed usage and navigation of one of BusinessWeek's five new blogs.
The result?
No participant understood the mechanisms associated with RSS/subscribing to a blog - not even the minority familiar with the term RSS. What's more, few participants even recognized that they were on an actual blog - and once they did, had a very different reaction to the information presented.
Prediction: come 2010 we won't be delineating blogs from web sites. They'll all be part of what we call the Internet.
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.
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