Nick Denton of Gawker, Gizmodo (etc. etc.) fame is perhaps the best known face on the commercial blog scene and certainly the most quoted these days. I also think he is quite incorrect in his understanding of why people read blogs, which means I think his business model is not one I would care to follow myself. Do I think all of what the redoubtable Denton does is wrong? No, not at all, but I do not really think the foremost advocate of blogging-for-business really understand blogs that well and I do not think he understand the blogosphere at all.

Most people do not look at something because they want to have advertisements shoved in front of them. Old style 'interruption marketing' might work when people have few options, say just a few TV channels, and are willing therefore to accept advertising as the 'price' for something else they value, but what Nick Denton seems to be saying is that there are lots of people who actually like reading ad-copy and will read blogs that are just well packaged advertisements (or 'advertainment' if you prefer) when the Internet is awash with places giving content away and doing no such thing. I simply do not believe that is true. Yet I do believe that there is a role for commercial blogging.

People read blogs to get a different perspective, even if they do not always agree with it. If people want to read a blog which is largely advertisement dressed up in well written urban hip and blog-speak rather begs the question, why would such a person not just stick to established media channels which are filled with endless marketing? Are blog readers really so dim as to not pick out the fact they are just being handed the same old interruption marketing message dressed up in a slightly different way?

I think for a commercial blog to succeed, it must do the same thing as a successful non-commercial blog, and that means it must be interesting and credible to its audience. In fact I would say a blog is a 'credibility machine'. To use the words of the Cluetrain Manifesto, a blog must speak with the author's authentic voice if it is to be believed... and it is a rare company indeed who can be authentic if all people hear from them is what their marketing and PR department say.

For companies and other institutions to blog successfully, and people like Macromedia, The Adam Smith Institute, Microsoft and others do indeed blog successfully, then they actually have to speak in ways that are a long way from a press release that has been carefully worded by the PR department, and a million miles away from copy produced by an advertising agency. No one actually believes that crap any more and sticking it on a blog just makes it stand out like poop on a pool table.

No, if a company wants to blog, it needs to decide that it wants to be forthright and talk to people like human beings... if you have desirable or difficult or complex products and have interesting things to say about them, people might actually be interested in hearing what you have to say if you can convince them you are not just parroting the same old sales pitches served up for the Google Generation.

Cross-posted from Samizdata.net

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