ClickZ Starts Blogging

Posted on August 22, 2005

ClickZ has finally launched a blog. The blog launch comes after ClickZ has spent the last three years covering the blogosphere. They even organized a blog conference in June, 2003. ClickZ's Rebecca Lieb explains how the blog will be different from ClickZ's regular content which consists of news articles.

Our staff editors will contribute to the blog, but it won't be as "journalistic" as the stories that publish in our News section. Blog entries won't be third-party edited or fact-checked, as all our news stories are. They won't be subject to the thumbs-up or -down scrutiny of the daily news meeting. The blog won't necessarily be subject to the outside verification rule we hold our news stories to. We may write up something on the blog directly from a press release, for example. Doing that in a news story without first speaking with outside sources is a big no-no. The blog's a place where inverted-pyramid reporting isn't the rule, and a wee bit of opinion or bias may sneak into the text.

Does that undermine our blog's credibility? We doubt that very much. ClickZ editors' coverage of interactive marketing and advertising issues is, after all, a far cry from your Aunt Selma blogging the same topics. We're professional journalists with deep and highly specialized industry knowledge.

We're also using the blog to update, expand upon, or annotate existing news stories.

ClickZ's blog officially debuts today but actually has articles that go back to July 25th. It isn't too late for ClickZ to be launching a blog because they have a strong brand name and many bloggers regularly link to their news articles which has helped keep them active in the blogosphere.

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