About Blogs About.com empowered their 400 Guides with blogs last week. Blogger and former SVP of Content Howard Sherman makes a case for significance:
- It's probably the single largest addition of content to the blogosphere to date.
- All of these sites are advertiser supported so it should help give credence to blogs as a viable business model.
- The sites are using Moveable Type software which is a vote of confidence in Moveable Type's technology.
- Another large media company -- in this case Primedia which owns About.com -- has adopted blogs as a publishing and communications tool.
The quasi-independence of Guides and structure of their site made this move easier than other traditional media outlets could do with editors. You have to hand it to them for doing it right, selecting a best-in-class tool and turning their people loose. How clueful.
The question is if Primedia will learn from this experience as the relevancy of their core business, trade magazines, is under the greatest threat from blogging.
2:19:56 PM 
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