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Unformatted text preview: what blo ggers call the
mainstream media (MSM) and presenting their wo rds witho ut a jo urnalist f iltering their co mments
o r an edito r cutting o ut key po ints they’d ho ped to make. That appeal has attracted so me o f the
mo st senio r executives to blo gging. Ho tel chief Bill Marrio tt, Zappo s’ To ny Hsieh, Timberland’s
Jef f Swartz, and Fo rrester Research’s Geo rge Co lo ny are amo ng tho se CEOs who use their blo gs
f o r purpo ses that include a co mbinatio n o f marketing, sharing ideas, gathering f eedback, press
respo nse, image shaping, and reaching co nsumers directly. Given the advantages o f blo gs o ver traditio nal bro adcast and “dead tree” print publicatio n, it’s no t
surprising that mo st mainstream news o utlets also supplement their co ntent with blo gs that o f f er
greater depth, mo re detail, and deadline-f ree timeliness. But they’ve go t co mpetitio n, and many o f the mo st po pular blo gs have transf o rmed into ro bust media enterprises. The po litical/ news blo g
The Huffingto n P o st grew to be mo re po pular than all...
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This document was uploaded on 01/31/2014.
- Winter '14
- The American